VfB Stuttgart Signs Multi-Year Airline Partnership with SunExpress

VfB Stuttgart has officially welcomed SunExpress – the joint venture between Lufthansa and Turkish Airlines – as its exclusive airline partner and premium sponsor for the next three years. This agreement marks a significant step for both parties, combining aviation expertise with one of Germany’s most historic football clubs.

Strategic Collaboration Between Aviation and Football

Under this new alliance, SunExpress will become a visible and active presence across multiple VfB Stuttgart channels. The airline will appear on LED boards at the MHP Arena, participate in joint digital campaigns, and take part in fan-centered events throughout the duration of the contract.

The partnership reflects the mutual ambition of both brands to foster deeper connections with fans and customers by leveraging their platforms in innovative and emotionally engaging ways.

“We’re excited to have SunExpress join our premium partner circle,” said Alexander Wehrle, CEO of VfB Stuttgart. “This partnership boosts not only our club’s international profile but also enhances Stuttgart’s role as a key aviation hub in Germany.”

Fan Engagement and Marketing Innovation at the Core

The partnership is not limited to visibility on matchdays. According to Rouven Kasper, VfB’s Chief Marketing and Sales Officer, the collaboration will focus on creative, fan-oriented activations designed to build emotional value and brand resonance.

“From the first talks, it was clear that VfB and SunExpress share common values – delivering top-quality experiences and continuously striving to improve. Together, we’ll create standout campaigns that reflect the energy and emotion of both football and travel.”

SunExpress Expands Its Commitment to Sports and Community

With a history of supporting top-tier sports, SunExpress is leveraging this partnership to reinforce its brand presence in both Germany and Türkiye, key markets for the airline. As a symbol of cultural connection and mobility, the airline sees this collaboration as an opportunity to unite fans from diverse backgrounds.

“We are proud to support VfB Stuttgart on its journey forward,” said Max Kownatzki, CEO of SunExpress. “This partnership aligns perfectly with our mission—to connect people across regions and borders, whether in the sky or in the stands.”

Shared Values Driving Global Brand Recognition

From a strategic standpoint, the partnership supports SunExpress’s new brand positioning, aligning with VfB Stuttgart’s global visibility and emotional reach.

“VfB represents an ideal fit for our brand,” added Helmut Wölfel, SunExpress Commercial Director. “Their strong identity and broad appeal will help drive our visibility at home and abroad, reinforcing our shared commitment to progress and community.”

About SunExpress

Founded in 1989 as a joint venture between Lufthansa and Turkish Airlines, SunExpress is a leading airline in the leisure travel sector. Operating more than 230 routes to 92 destinations across 35 countries, the airline carries over 15 million passengers annually. With key bases in Antalya, Frankfurt, Izmir, and Ankara, SunExpress employs more than 4,400 people and plays a major role in connecting Türkiye and Europe.

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