Global Partnership Marketing Agency appointed to Manage Hospitality for the Automaker’s Relationships with the German Football Association and UEFA

Berlin, 17 October 2019 – Lagardère Plus, the global partnership marketing agency of Lagardère Sports and Entertainment, today announced it has been appointed by Volkswagen to be responsible for the Guest Management, Ticketing and Hospitality for the automaker’s football partnerships.

The new relationship is focused on Volkswagen’s sponsorships with the German Football Association (DFB) and UEFA, with an emphasis on the UEFA EURO 2020 tournament next summer.

The comprehensive service package includes the management and delivery of the Ticket Management and Hospitality services (Guest Programmes), covering online applications and production of hospitality areas in the stadium.  The agency will also create bespoke programmes and itineraries for VIP guests.

Lagardère Plus will provide these services throughout the 2019 and 2020 seasons, at competitions including the DFB-Pokal, the European Qualifiers and EURO 2020 and will partner with sister agency, VIP Sportstravel to deliver the ticketing and guest programmes.

©Copyright: Volkswagen

Speaking about the announcement, Lagardère Plus Managing Director, Olaf Bauer, said: “It is our goal to deliver an inspirational experience for all Volkswagen guests at football events across Europe. In line with their “wedrivefootball” vision, we aim to establish Volkswagen as a natural part of the football universe.”

Philipp Hasenbein, Head of Football Europe at Lagardère Sports & Entertainment, added: “The trust placed in our capabilities by one of the world’s largest automotive manufacturers through this collaboration once again confirms the unparalleled expertise of our agency network in the Ticketing & Hospitality sector. We are proud of this partnership and can’t wait to bring it to life.”

©Copyright: Volkswagen

About Lagardère Plus

Lagardère Plus is a global agency with a mission to transform traditional brand sponsorships into highly inventive and impactful marketing platforms. Plus has the expertise, experience, and privileged access of a global leader in sports, entertainment, media and lifestyle. We understand brands, fans and properties – and the dynamics between them – better than anyone. Whether your business is new to partnership marketing or a highly-experienced player, we hope to take you somewhere new. Lagardère Plus has offices in Berlin, Dallas, Frankfurt, Hamburg, Hong Kong, London, Manchester, Munich, New York, Paris, Singapore, Shanghai, and Tokyo, and is part of Lagardère Sports and Entertainment, a company with more than 1,700 employees worldwide and 50 years of experience. For more information, find us For more information, find us at, on LinkedIn (Lagardère Plus), on Instagram (lagardere_plus) and Twitter (@Lagardere_Plus).

About VIP Sportstravel

VIP Sportstravel GmbH is a subsidiary of Lagardère Sports Germany GmbH – Europe’s largest sports marketer. With more than 10 years of international market presence VIP Sportstravel is a global 360° hospitality agency specialising in tailor-made, brand-driven services at major sport events. In terms of hospitality VIP Sportstravel goes the extra mile for well-known international and national sponsors, corporates and official rights holders. The services go far beyond the standard travel management: VIP Sportstravel offers a full hospitality solution consisting of hospitality consulting, hospitality management, brand management and digital management. Besides the planning, implementation and supervising of all logistical aspects, VST assists and creates marketing stories which underline the activation of brands in all of the key areas of hospitality programmes.