Volkswagen Middle East Partners with Al-Ittihad Football Club: Driving Innovation and Excellence in GCC Football

Volkswagen Middle East is thrilled to announce a ground-breaking partnership with Al-Ittihad Football Club, one of Saudi Arabia’s most iconic teams. Facilitated by Volkswagen’s authorised dealer SAMACO Motors, this two-year sponsorship is part of the brand’s ongoing “We Drive Football” initiative, which underscores Volkswagen’s commitment to football as a unifying force across the Middle East.

This partnership follows a series of successful football sponsorships by Volkswagen and its local dealers in the region, including the UAE Pro League (Dubai), Amman Football Club (Jordan), and Gulf United FC. At the Volkswagen Group Middle East (VWGME) level, the brand also collaborates with Qatar Foundation, further demonstrating its dedication to supporting football’s growth and its communities.

Al-Ittihad’s men’s and women’s teams will enjoy access to the latest Volkswagen models, including the Touareg, Teramont, and T-Roc, combining premium automotive excellence with the passion of football. As part of the agreement, Volkswagen’s logo will proudly feature on the front collar of Al-Ittihad’s men’s first-team shirts and the sleeves of the women’s first-team kits, ensuring prominent visibility both locally and internationally.

“Volkswagen is honoured to partner with Al-Ittihad Football Club as part of our ‘We Drive Football’ initiative,” said Matthias Ziegler, Managing Director of Volkswagen Middle East. “This collaboration follows a series of successful football sponsorships in the region, further cementing our role in fostering the growth of the sport and its communities. By aligning with Al-Ittihad, we aim to bring our shared values of innovation, excellence, and teamwork to life, connecting with fans across Saudi Arabia and beyond.”

Al-Ittihad Football Club President, Eng. Loay Mashal, shared his excitement saying: “Partnering with a global brand like Volkswagen demonstrates the strength of our club and its ability to attract international recognition. This collaboration is a reflection of Al-Ittihad’s growing influence and our commitment to delivering excellence for our players and fans.”

Volkswagen’s “We Drive Football” initiative has seen the brand support various football sponsorships across the Middle East, solidifying its position as a key partner in the sport. This new alliance with Al-Ittihad further demonstrates the brand’s dedication to creating meaningful connections with the region’s football-loving communities.

Through this partnership, Volkswagen and Al-Ittihad will collaborate on a series of activations, engaging fans and driving the excitement of football while showcasing the precision and reliability synonymous with Volkswagen vehicles.