German automotive giant Volkswagen has added another European soccer league to its growing sponsorship portfolio after announcing a new partnership with Italy’s top-tier Serie A.

The deal makes Volkswagen the official automotive and technology partner of the league, with the brand to feature during key moments of matches and gain a strong presence on television content and major digital platforms from the start of the upcoming 2025-26 season.

Serie A chief executive Luigi De Siervo said: “This collaboration represents a further opportunity for commercial growth, continuing the development of our brand and confirming the attractiveness of Italian football internationally, thanks to our ability to maximize every moment of the match.”

The deal comes soon after Volkswagen announced a multi-year Spanish soccer deal, becoming the official car of the men’s top-tier La Liga and second-tier Segunda Division, as well as a global partner of Liga F, the premier women’s competition in the country.

In terms of the brand's recent soccer tie-ups, it was a partner of the UEFA Women's European Championships national teams competition across June and July, and also sponsors the Italian FIGC governing body.

The Volkswagen Group, meanwhile, is the primary owner of German club Wolfsburg, which has top-tier men's and women's sides attached.

For Serie A, the deal comes a day after it announced Genius Sports, the sports data and technology heavyweight, would deliver official data and video streams to sportsbook partners over the next four years.

Along with the 20-team league, that deal includes data and streaming rights for the Coppa Italia and Supercoppa Italiana knockout competitions, with the Supercoppa now a four-team tournament, between the 2025-26 and 2028-29 campaigns.

As part of the deal, Genius Sports also gains media rights to Serie A, allowing for editorial activities, including broadcast augmentation, match reports, news content, and analysis