Volkswagen Sponsors Women’s EURO 2025, Features ID. Family

Last Updated on: 6th June 2025, 01:17 am

Women’s football (aka soccer) is growing. It’s getting more and more popular. This summer, it will get a boost from the UEFA Women’s European Championship (EURO 2025). If you’re not a football fan, you still must know about the World Cup. Nothing compares with the World Cup. However, the next best thing in international football is the EUROs. It’s a big deal.

Generally speaking, I’ve been a big fan of automakers trying to get attention on their electric models via big sporting events. It’s hard to think of anything else that brings so many people together in a good mood with good vibes. I don’t think there is anything comparable. And that’s a perfect environment for putting positive attention on your product.

The electric vehicle market has to reach more people quickly, and it has to find a way to make people feel comfortable with EVs. Advertising during major sporting events is one great approach to that challenge. Also, it’s long been an issue that men are much more interested in EVs and much more likely to buy them, despite women typically having more influence over a family’s vehicle purchase. It’s been a clear and obvious challenge for years trying to balance that out and get more women interested in EVs. Well, a women’s football tournament is prime real estate for getting more women to look at EVs and consider them.

Right up front, Volkswagen highlights: “Sponsorship to also further increase awareness of the ID. family models.” Naturally, much of the talk is around supporting empowerment of women and female sports. But second on the list is promoting EVs. “Volkswagen is pursuing a second major goal with the partnership in addition to the attitude campaign: ‘We are also using the stage to present our models from the all-electric ID. family to an international audience’, Wolburg announces.”

We’ll see how Volkswagen pushes its EVs once EURO 2025 kicks off.

Note that Volkswagen is already the leader in EV sales in Europe. The Volkswagen brand is #1, with 11.2% market share of the plugin market (well above #2 BMW’s 9.2% share or #3 Mercedes-Benz’s 7.1% share), while Volkswagen Group looks even much better with 27.6% share of the market. Also note that Europe is well ahead of the US and most other markets with 17% of new car sales being fully electric (and 26% being plugin vehicles). Will the EURO 2025 sponsorship take BEV sales to the next level? Well, it won’t hurt.