VfL Wolfsburg's new campaign: Only here. Just us. for the 2025/26 season!

VfL Wolfsburg's new campaign: Only here. Just us. for the 2025/26 season!

VfL Wolfsburg is starting the 2025/2026 season with a breath of fresh air. Under the motto "Only here. Only us." The club is presenting a new campaign that aims to highlight the close connection between the city, the people and the club. Michael Meeske, managing director of VfL, describes this initiative as an expression of the uniqueness of the club, whose self-image is based on the values ​​"Work. Football. Passion." is based. The campaign motto is intended to strengthen cohesion and convey a future-oriented vision. For this purpose, a new look is being developed, which will be visible in the Volkswagen Arena and in all VfL media. With a confident, edgy design, the club stays true to its classic color scheme, but also incorporates modern graphic elements. These details were developed in collaboration with Motor Kommunikation, the lead agency since April 2024. As vfl-wolfsburg.de reports, the feedback from the club fan council has led to significant adjustments.

But the new campaign is not the only news. VfL Wolfsburg has also announced its preparatory games for the coming season. On July 26th, the Wolves will face 1. FC Magdeburg, who finished the last 2nd Bundesliga season in fifth place, in the Avnet Arena. The upcoming games represent an exciting challenge for Wolfsburg, not least because of their positive record from past encounters. The team will then face RCD Espanyol at the AOK Stadium on July 30th before traveling to Rotterdam to face Feyenoord on August 2nd. The preparatory phase will conclude with a duel against Brighton & Hove Albion on August 9th. None of the matches, like the ones against Espanyol and Feyenoord, have taken place before, which promises additional explosiveness. The exact match dates are just as important as the fact that the official announcement of the Bundesliga schedule for the season will take place on June 27th, as bulinews.com reveals.

Brand identity and future strategies

In the context of the new campaign and the upcoming games, the question arises about the brand identity of VfL Wolfsburg. The club's management has worked hard for several years to create a strong brand that goes beyond sporting success. According to LinkedIn, the importance of brand management in the German football scene has only been truly recognized in recent years. Wolfsburg's goal is to build a solid identity that remains regardless of the results on the field. The focus is not only on sporting success, but also on promoting youth football, women's football and e-sports. This sets the club apart from traditional clubs, which often look back on a long history.

The close relationship with Volkswagen plays a central role in the club's brand strategy. While many clubs can rely on their passionate fan bases, Wolfsburg positions itself as an innovative and sustainable alternative. This model could be crucial to the club's success in the coming years. It remains to be seen how the realignment and the upcoming games will affect the fans and the VfL Wolfsburg brand. The club is optimistic about the future, supported by the new campaign and the challenges of the coming season.