POSTED: September 18th 2009

VW signs $100m deal as Sochi partner

Dmytri Chernyshenko: shared principles / Sochi 2014
Dmytri Chernyshenko: shared principles / Sochi 2014

KEIR RADNEDGE / Sports Features Communications

LONDON/SOCHI: Volkswagen has become the first tier one multi-national to tie its name up with the Winter Olympic Games in Sochi 2014 in a $100m deal.

Dietmar Korzekwa, general director of the Russian branch of Europe’s largest car manufacturer, and Dmitry Chernyshenko, president of Sochi 2014, signed the automotive sector agreement during the Sochi Economic Forum underway in the Black Sea resort.

Volkswagen Group Rus will supply 3,000 vehicles to the organisers Committee for use during preparations and during the 2014 Olympic and Paralympic Winter Games. Most of the Volkswagen, Audi and Skoda brands to be used will be produced in the Volkswagen factory in Kaluga, Russia. The agreement includes vehicle maintenance, driver training, breakdown cover and cleaning.

The deal takes Sochi 2014’s partner revenue generation this year to more than $750m. Chernyshenko said: “This is a major agreement in an important category. Volkswagen is one of the world’s best-known companies, with a strong presence in Russia. We are impressed by Volkswagen Group Rus’s commitment to excellence and innovation, which are just two of the principles we both share.”

Serious player

Korzekwa underlined how the deal matched Volkswagen’s strategy of becoming a serious player in sport sponsoring in Russia. Volkswagen was also automobile partner of the 2008 Summer Games in Beijing.

In conjunction with the Sochi partnership, will become general partner of the Russian Olympic and Paralympic Committees until the end of 2016 and also of the country’s Olympic and Paralympic teams at the 2010, 2012, 2014 and 2016 Games.

Sochi’s other general partners are Megafon, Rostelecom, Rosneft, Sberbank and Aeroflot. Worldwide Olympic Partners signed up to this date in support of Sochi 2014 are Coca-Cola, Panasonic, Samsung and Atos Origin.

Keywords · Volkswagen · Sochi 2014 · Korzekwa · Chernyshenko · Volkswagen Group Rus · 2014 Olympic and Paralympic Winter Games · Audi · Skoda

For more information contact:
Laura Walden ()

All original materials contained in this section are protected by United States copyright law and may not be reproduced, distributed, transmitted, displayed, published or broadcast without the prior written permission of Sports Features Communications, Inc the owner of that content. It is prohibited to alter or remove any trademark, copyright or other notice from copies of the content.