VfL Wolfsburg starts with a new slogan: Only here. Only us.”!

VfL Wolfsburg starts with a new slogan: Only here. Only us.”!

VfL Wolfsburg is starting the 2025/2026 season with a breath of fresh air. Under the new motto "Only here. Only us." The club is not only repositioning itself, but is also focusing on a deeper connection to the city and its loyal fans. As Wolfs-Blog reports, the official starting signal for the campaign was on July 9th during the start of the men's training session. The new direction is intended to convey a clear attitude and a sense of community.

Managing director Michael Meeske highlights the uniqueness of VfL Wolfsburg, while the campaign highlights the themes of work, football and passion. “The design has to have an idea in order to be effective,” says Frederik Hofmann from the Berlin agency Motor Kommunikation, which is responsible for the visual design. The agency has taken on the lead role in brand management since April 2024 and is bringing a new look to the Volkswagen Arena as well as to all of the club's media and communication channels.

A look at the design

The visual implementation of the campaign relies on clear contrasts and an angular design that avoids any arbitrariness and creates a strong, striking profile. As emphasized on VfL Wolfsburg, the color gradient back to the classic light green, white and dark green is interpreted in a modern and contemporary way. This color scheme is intended to reflect the pride and self-confidence of the city and the club.

A crucial aspect of the campaign is the close collaboration with the club fan council, whose feedback was directly incorporated into the implementation. This integration shows that the campaign is not designed as a top-down project, but is seen as a shared path between the club and fans.

Historical context and brand development

German Schulz, Head of Brand Management at VfL Wolfsburg, gives exciting insights into the club's development since its German championship in 2010. In an interview, he emphasizes that VfL relied on structured brand management early on, which was still rare in football at that time. Schulz sees the strong connection to Volkswagen as an opportunity for the club to make long-term investments in areas such as women's football and e-sports.

The club's DNA, which was analyzed in a study with the University of Bremen, shows that VfL stands for holism, innovation and sustainability. Despite frequent accusations of commercialization, which Schulz describes as a misunderstanding, the club's identity remains strongly rooted in its tradition.

The opening of the new season not only marks a sporting comeback, but also an important step in the brand development of VfL Wolfsburg. The focus on community and clear values ​​could lead the club into a promising future.