Volkswagen is considering selling stakes in German soccer clubs including Bayern Munich and VfB Stuttgart in an investment review that reflects the restructuring of Europe’s largest auto group. The talks are part of a plan that foresees the cut of up to 100 thousand jobs and the eventual closure of four factories in Germany, one of the biggest adjustments in the company’s history.
According to Automotive News Europe, which cites Bloomberg, the conglomerate is analyzing whether the advertising return on these investments still justifies maintaining the shares. The information was initially revealed by the German outlet Correctiv. When contacted, Volkswagen declined to comment. The mere fact that these stakes are under analysis indicates how far the restructuring can go.
Currently, Audi owns 8.3% of Bayern Munich, while Porsche owns 10.4% of Stuttgart. The divestment, although relevant from a financial point of view, would have mainly symbolic weight: for decades, the link between the German automobile industry and football was treated as natural, with Audi at Bayern, Porsche at Stuttgart and Volkswagen at Wolfsburg.
Bayern is one of the most valuable clubs in the world. According to the consultancy Football Benchmark, it has an estimated market value of around 4.7 billion euros. Audi has sponsored the team since 2002 and bought its stake in 2009 for approximately 90 million euros. An eventual departure, especially from the Bavarian club, could generate a significant income for the automaker’s cash, although the decision depends on how much the club adds in brand exposure.
The list of possible sales is not restricted to football. The brand is also considering getting rid of its majority stake in Ducati, controlled through Audi. Known as the “Ferrari of two wheels”, the Italian manufacturer accumulates records for production, sales and profit under German management, which makes the eventual divestment a purely financial decision.
Despite the scope of the review, the company is expected to retain control of VfL Wolfsburg and a 20% stake in FC Ingolstadt 04. The decision on the Bundesliga clubs still depends on studies on the financial and image impact. For now, the moves indicate the extent of the ongoing adjustment at the group, the world’s second-largest automaker, where few assets seem out of reach for cost-cutting.
Comments are the sole responsibility of their authors and do not represent the opinion of this site. Comments containing profanity or offensive language will not be published. If you identify anything that violates the terms of use, please report it.
