Porsche to Become Stuttgart Shirt Sponsor?

Jun 28, 2023

by Chris

VfB Stuttgart have revealed a potential "historic merger" with Porsche AG, which includes sponsorship packages, the likely renaming of the Mercedes-Benz Arena as well as possible short sponsorships.

Mock-Up - unlikely to happen

VfB Stuttgart Announce Partnership with Porsche - Company to Become Partly Club Owner

Porsche AG and their subsidiary MHP have reached a basic agreement with VfB Stuttgart. Porsche intend to assume extensive sponsorship responsibilities, including securing the naming rights for the Mercedes-Benz Arena from MHP. The stadium will potentially be called the MHPArena.

It is probable that Porsche will also become a new investor in VfB Stuttgart. The club and Porsche are currently exploring this possibility, which could significantly enhance VfB Stuttgart's equity and liquidity. The details of any potential investment are still being discussed.

VfB Stuttgart Have No Main & Sleeve Sponsor For 23-24 Season Yet

The announcement has left the question of the new chest and sleeve sponsors open. Mercedes-Benz will withdraw from the VfB jersey, but their subsidiary Mercedes-Benz Bank (chest) and the electric mobility sub-brand Mercedes EQ (sleeve) will continue to be involved as an "anchor investor, exclusive partner, and mobility partner" for VfB.

It seems unlikely to see Porsche on the front of the kits, while the sleeve seems well possible

While it is rather unlikely to see Porsche on the front of the kits, Footy Headlines have imaged how the Porsche logo would look on a possible home kit and a black/gold colorway. We used the great design of Ehrbeh as our base. We created our Porsche x Stuttgart concept with FIFA Kit Creator - you can create your own with the tool.

Create your own Porsche x Stuttgart concept kit with FIFA Kit Creator

What seems more likely is that Porsche will put the logo of their subsidiary MHP on the front of the kits. MHP are also the main sponsor of Heidenheim, who gained promotion to the 1. Bundesliga.

Porsche slightly updated their logo in early June 2023.

VfB CEO Alexander Wehrle expressed his enthusiasm, stating that having top employers and global brands like Mercedes-Benz, Porsche, and MHP associated with VfB Stuttgart is an extraordinary achievement. The aim is to create the largest sponsorship package in the club's history, with a total value potentially exceeding 100 million euros.

Since the decision to separate the professional division in 2017, VfB Stuttgart has been searching for a major strategic partner. Mercedes-Benz initially became an anchor investor by acquiring 11.75 percent of the shares in VfB AG. The partnership with Porsche represents another step towards securing a strong strategic partner. In March 2022, equipment supplier Jako acquired a 1.16 percent stake in the club.