Volkswagen first expanded from its German roots across the Atlantic to the shores of the United States in 1949. The brand really took hold in America in the mid-1950s. Since then the company has produced many popular models which can still be seen on the roads today including the Beetle and the Touraeg. Away from the asphalt of the open road, Volkswagen keeps its name fresh in the minds of loyal customers and potential future customers through various sponsorship opportunities.
Das Auto and Sports Teams and Organizations
Sports fans throughout the United States and around the world have no doubt seen the VW das auto logo attached to many of their favorite organizations and teams. Among other sponsorships this year, Volkswagen Motorsport has attached its name to a World Rally Championship racing team. Cosponsored by Red Bull, the team will run the 2013 FIA World Rally Championship series campaign in the brand new Polo R model. The car was introduced to the world in December 2012. The car’s racing debut is scheduled for the season opening rally on Wednesday, January 15, 2013 in Rally Monte Carlo.
Beyond the Rally circuit, Volkswagen sponsors other athletic endeavors. They are one of the official sponsors of Major League Soccer. Through its partnership with the league, Volkswagen is the title sponsor of the Major League Soccer’s highest individual honor the Most Valuable Player award. At the end of the 2012 season this honor was presented to San Jose Earthquakes Forward Chris Wondlowski. Along with sponsoring the Most Valuable Player award, Volkswagen is also the official automotive partner for the league. The manufacturer can be seen prominently as a front of the shirt sponsor for the DC United; a deal they just extended in December 2012.
Beyond Leagues and Organizations
Beyond the larger organizations and teams that the company sponsors, it also heavily backs individual events. One example of this is set for April. The company is the title sponsor for a three day cycling festival. The 2013 Volkswagen Sea Otter Classic will be held in Monterey, California from April 18-21. The event boasts a few different bike-based events such as mountain bike races, street bike races and the Gran Fondo- to name a few.
Company image and visibility is extremely important to the continued success of a corporation. Whether it’s Volkswagen McAllen in Texas or a dealership in Salem, NH the reason these dealerships are successful is because of the work Volkswagen does at increasing brand awareness and of course putting out a great automobile.
Chuck Stevens is an avid blogger always looking to share his experiences and recommendations. He loves traveling, is a huge football fan and works everyday towards preparing for the zombie-apocalypse. You can follow him on Twitter @chuckstevens12.