April 13, 2022

Volkswagen’s foray into F1 another mark in an already diverse portfolio

SBJ Atlas

Last month, Volkswagen added a founding partnership with LA Galaxy and Dignity Health Sports Park, becoming the exclusive automotive partner of the team and its home stadium. That gives the German car manufacturer sponsorships in two of the top five leagues in the U.S. and four of the top five soccer leagues in Europe. Last week, Volkswagen confirmed plans to push two of their luxury car subsidiaries – Porsche and Audi – into F1 starting in ’26. Audi is reportedly seeking a stake in McLaren’s F1 team while Porsche is pursuing a partnership with Red Bull Racing. To learn more about how global companies are interacting and changing the sports landscape, head to SBJ Atlas.