Porsche-MHP-Benz ‘tech-drive’ Stuttgart growth


VfB Stuttgart stadium naming rights Image: Mercedes-Benz Arena, MSeses, CC BY-SA 3.0

The Bundesliga club VfB Stuttgart (Germany) has mainly agreed on a sponsorship deal with the local car manufacturer Porsche and the consultancy firm MHP Management- und IT Beratung (MHP) that it says could yield more than 100 million euros ($110 million).

‘AP’ stated that Mercedes-Benz will remain Stuttgart’s main sponsor, though it is giving up naming rights to the club home stadium – the Mercedes-Benz Arena in Stuttgart, Germany.

VfB Stuttgart or simply Stuttgart is a German professional sports club based in Stuttgart, Baden-Württemberg. The club’s football team is currently part of Germany’s first division, the Bundesliga.

The 60,441-capacity MHPArena is a stadium located in Stuttgart, Baden-Württemberg, Germany, and is home to the German Bundesliga club VfB Stuttgart. Before 1993, it was called Neckarstadion, named after the nearby river Neckar and between 1993 and July 2008 it was called the Gottlieb-Daimler-Stadion.

Dr. Ing. h.c. F. Porsche AG, usually shortened to Porsche, is a German automobile manufacturer specializing in high-performance sports cars, sport utility vehicles (SUVs) and sedans, headquartered in Stuttgart, Baden-Württemberg, Germany.

The MHP Management- und IT Beratung (MHP) is a global consultancy based in Ludwigsburg, Germany, specializing in information technology (IT) and process consulting in the automotive and manufacturing sectors. Porsche has held an equity stake in the firm since 1999, starting at 49 percent and increasing over time to the current 81.8 percent. The MHP has experienced sustained growth since its inception in 1996.

Mercedes-Benz, commonly referred to as Mercedes and sometimes as Benz, is a German luxury and commercial vehicle automotive brand established in 1926. The Mercedes-Benz AG is headquartered in Stuttgart, Baden-Württemberg, Germany.

‘AP’ further stated that the MHP, belonging to the Porsche Group, will take over the stadium name for an initial 10-year period, the club said.

Said Stuttgart President Claus Vogt, “The planned cooperation with Porsche, MHP and Mercedes-Benz promises to strengthen the club and the company behind it in the long run. This is where the Champions League of investors is coming together under one roof.”

Stuttgart narrowly avoided relegation last season, thanks only to a playoff win over the second-division club (2. Bundesliga) Hamburger SV.

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