Social commitment and responsibility for the region – Volkswagen Financial Services is at home in Braunschweig and the company has remained closely tied to the region and the around 1.2 million people living there since its foundation 76 years ago, in the field of art and culture, as sponsors of social causes, and also in sports. The company's promotion of top-level sport primarily takes place where it has its roots and its headquarters: it is the main and jersey sponsor of the Basketball Löwen (Lions) Braunschweig, for instance, who play in Germany's Bundesliga or First Division, and the Volkswagen Group's financial and mobility services provider also serves as the exclusive sponsor of the Second Division football club Eintracht Braunschweig. In this interview, Lions manager Nils Mittmann and Wolfram Benz, commercial director of Eintracht, talk about the partnership with Volkswagen Financial Services.
Mr. Mittmann, how important is sponsorship revenue in general for the budget of the Bundesliga basketball team?
Sponsorship revenue is extremely important for us as a Bundesliga basketball club. With over 65 percent, it represents by far the largest part of our income, well ahead of ticket sales and earnings from the league's central marketing such as TV rights.
Mr. Benz, what about Eintracht? How vital is sponsorship for the second-division footballers?
Sponsorship is a central component of our financial concept – and the starting point for us was certainly 1973, when we became the first club ever to feature jersey advertising. Without strong partners, professional football at this level would be unthinkable. In the Second Bundesliga, around a third of our total budget comes from sponsorship, which shows just how crucial this revenue stream is. After TV rights, it's our most important income source.
The Bundesliga basketball season starts at the end of September. What are your goals for the new season, Mr. Mittmann?
We enter the new season with eager anticipation and a clear focus – in the league, in the cup, and also once again in European competition. Participating on the international stage is another building block in our long-term development plan and underscores that, as a club, we are on the right path. Our goal remains to take the next step as a team and as an organization: we want to further sharpen our identity, develop our young players, and grow together as a team. Our focus is not on short-term success, but on sustainable progress – in sporting, structural and cultural terms. If we stay true to this path, success across all competitions will follow naturally.
Mr. Benz, the Eintracht footballers traditionally start their season much earlier than the basketball players – the league kicks off again at the beginning of August with the match in Magdeburg. What are your goals?
Our overriding motto is "Courage" – and we aim to live that out at all levels. It's about being more self-assured, trusting in our strengths, and yet keeping our feet on the ground. Our sporting goal is clear: we want to secure our league status earlier than in previous seasons and continue stabilizing the team and the entire organization. This also means having the courage to invest strategically and take deliberately calculated risks—always with an eye on a lasting and sustainable development.
Many thanks for your time and the interview!
