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Mercedes-Benz Cuts Ties with the German National Football Team after 46 Years

Ever since 1972, the German national football team played their matches with the Mercedes-Benz three-pointed star on their chests. Now, after 46 years of supporting the team, the premium carmaker will no longer continue to sponsor the German Football Association (DFB) .
Mercedes' football team bus drives footballers to a game for the last time 1 photo
Photo: Mercedes-Benz
The announcement was made ahead of the Germany – Netherlands match at Veltins Arena in Gelsenkirchen on Monday, when the Germans said they will no longer extend the sponsorship agreement which is scheduled to end on December 31, 2018.

To properly mark the separation and thank the fans and team, Mercedes kicked off a sort of a thank you advertising campaign, which consists of a 60-second video “recounting the many memories of the last 46 years via an emotional journey through Germany's football landscape.”

The German carmaker says the reason behind the decision to stop the agreement are differing views regarding activities and financial framework terms.

"During our decades-long partnership, German football has achieved extraordinary things. It was fantastic to be part of it with Mercedes-Benz!” said in a statement announcing the decision Daimler’s chairman of the board, Dieter Zetsche.

“And this finale now gives us an opportunity to explore new avenues. But one thing won't change: we remain passionate fans of the national team."

Some of these other avenues will be sports like golf, equestrian sport, triathlon and mountain biking. In football, the carmaker will continuetobe involved through the Mercedes-Benz JuniorCup, one of the world’s largest youth football tournaments.

Back in October, Mercedes-Benz committed to being mobility partner for the ESL, one of the major leagues for esports.

At the last Dota Major Championships in February, 80 players from 16 teams went head to head to become the multiplayer online battle arena (MOBA) champions and win one million dollars worth of prizes.

Among those prizes was a Mercedes-Benz vehicle worth 50,000 euro ($61,700), which went to gamer Vladimir Nikogosyan.
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About the author: Daniel Patrascu
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Daniel loves writing (or so he claims), and he uses this skill to offer readers a "behind the scenes" look at the automotive industry. He also enjoys talking about space exploration and robots, because in his view the only way forward for humanity is away from this planet, in metal bodies.
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