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Volkswagen appoints Lagardère Plus in ticketing and hospitality role for German football assets

(Photo by Christof Koepsel/Getty Images)

Global partnership marketing agency Lagardère Plus has been appointed by vehicle manufacturer Volkswagen to manage its hospitality and ticketing across its sponsorship portfolio in German football.

The agreement is centred on the company’s deals with the German Football Association (DFB) and Uefa. It will run across the 2019 and 2020 seasons, with the Uefa Euro 2020 tournament a key focus of the tie-up.

The deal sees the agency, an arm of Lagardère Sports and Entertainment, manage Volskwagen’s guest programmes, covering online applications and production of hospitality areas in the stadium.

Alongside Euro 2020, this will cover competitions such as the DFB-Pokal and European qualifying matches.

Volkswagen has a strong presence in German football. In early 2019, it secured a five-year contract as a major partner to the DFB. It is also Wolfsburg’s Primary Sponsor and holds the naming rights to the Bundesliga club’s stadium.