How have previous soccer partnerships, with the DFB Cup or the associations in France and Switzerland, benefited our brand?
I need to broaden the scope a bit to answer that. The world has become more digital, and how media is used has undergone dramatic changes in recent years. We can no longer reach all of our current and new customers with traditional advertising. But communicating via soccer sponsorships, has always been a successful route for Volkswagen. Wherever we were a credible partner for soccer, we gained in reputation and sold more cars. Those results were quantifiable. And with our sponsorships of the national team and the DFB Cup, we were able to show how creative we are.