During the UEFA Women’s EURO 2025, Volkswagen ID. and SPORTFIVE launched an initiative to promote a more equal vision of sports and encourage cleaner mobility. From France to the Swiss pitches, a wave of content, human experiences, and genuine media buzz followed Les Bleues and their supporters throughout their journey.
In this Success Story:
Through a mix of content, travel in electric vehicles, and media collaborations, the brand reinforced its commitment to women’s football and to action-driven sponsorship.
A digital series to bring fans closer to the players
Launched ahead of the tournament, the mini-series “Les Bleues, l’ID. ou les deux” offered a fresh take on the French national team. In each episode, comedian Tareek challenges the players with absurd and unexpected questions, revealing their spontaneity and chemistry, while naturally featuring Volkswagen’s electric models.
A reinvented media partnership with SoFoot
At the same time, an editorial partnership with SoFoot extended the experience through a print-based game. The Women’s EURO Guide offered readers a playful, vacation workbook-style format, filled with references to the Volkswagen universe and featuring the quiz “L’ID. ou les deux.” With answers printed upside down, the guide encouraged readers to engage, have fun, and share in the values of both sport and the brand.
Electric road trips to bring fans together
During the group stage, three road trips aboard the ID.4 GTX connected fans to stadiums in Switzerland, bringing along influencers, journalists, and supporters. Selected through an open call on the FFF platform, six lucky fans got the chance to experience these immersive journeys.
Between matches, conversations, and meaningful encounters, these trips sparked powerful stories, told by a diverse group of personalities: Today It’s Football, Misha & Alex, and Vanessa Le Moigne, all united by a love for the game and a shared mission to spotlight women players in the public sphere.
A visual identity created by an artist
To embody these values on the road, the ID.4 GTX featured a custom-designed wrap by artist Morgane Quetier, an aesthetic and political statement in an automotive industry still largely dominated by men.
Volkswagen ID.: a new kind of sponsorship that rewrites the rules
More than just a sponsor, Volkswagen ID. positions itself as a cultural player in a changing football landscape. By dedicating the same creative and media attention to women as to men, the brand embraces a boldly inclusive approach to sponsorship.
