Susanne Franz, Chief Marketing Officer at Volkswagen, expressed that the 2024 European Football Championship goes beyond being just a tournament. It serves as a platform to unite people from 24 different nations, with hundreds of thousands of fans coming together in stadiums and on the streets. Volkswagen views diversity and inclusivity as essential values, not just in light of this upcoming event but as long-standing commitments. The company has a rich history of supporting football at all levels, from grassroots to the highest echelons of the sport. For the European Championship, VW has launched the ‘One Europe. One Feeling. One Football.’ campaign to deliver a powerful message on the global stage. Franz underlined the company’s dedication to gender equality in both women’s and men’s football, actively working to challenge stereotypes and prejudices beyond the realm of sports.
In unity, both on and off the pitch. While in Stuttgart, Franz engaged in a discussion on diversity in football with distinguished guests representing elite and grassroots sports. Lena Goeßling, a former player for Volkswagen-supported VfL Wolfsburg, emphasized that football transcends gender divides or levels of play – it is one unified game. Goeßling, a European champion and Olympic gold medallist, has been a vocal advocate for diversity and anti-discrimination efforts throughout her career. She stressed the importance of unity in confronting challenges, drawing from her experiences on the field during her tenure with the German women’s national team.
Fostering a diverse football community. Gerald Asamoah, in collaboration with his former club FC Schalke 04, established a notable anti-racism initiative known as #standup. Reflecting on his own encounters with racism as a player, Asamoah highlighted the persistent issue of discrimination in football. He commended companies like Volkswagen for their proactive stance and encouraged active participation from all individuals in addressing these issues.
Embracing diversity for cultural evolution. Volkswagen’s corporate ethos revolves around the principle of ‘We live diversity,’ celebrating individuality and uniqueness within the company. Franz affirmed the necessity of diversity for fostering cultural transformation and organizational progress at Volkswagen. Acknowledging the challenges ahead, she recognized football’s potential to expedite these efforts through its influential reach and emotional resonance.
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Supporting both elite competition and grassroots initiatives. Beyond sponsoring the German Football Association (DFB) at the European Championship, Volkswagen serves as a mobility partner for five other European national associations competing in the tournament: France, Netherlands, Italy, Switzerland, and Denmark. The company’s involvement extends to grassroots football, where it collaborates with the Sepp-Herberger Foundation of the DFB to promote inclusive participation in organized matches for individuals with disabilities.
Enhanced success through diversity. Franz drew parallels between successful sports teams and diversity, emphasizing the importance of collaboration towards a shared objective, regardless of backgrounds or abilities. VW’s commitment to fostering a diverse and inclusive environment aligns with the vision of ‘One Europe. One Feeling. One Football.’