Turkish Football Federation to terminate Mercedes sponsorship, seeks to instate Togg
Turkish Football Federation (TFF) organizes a ceremony to extend Mercedes-Benz's official transportation sponsorship of the national teams at TFF headquarters in Istanbul, Türkiye, on Mar. 21, 2023. (IHA Photo)
German automotive giant Mercedes-Benz is stepping down as the transportation sponsor of the Turkish national football team, reportedly handing over the role to Türkiye’s electric vehicle manufacturer, Togg, as Turkish media reported the start of negotiations.
The Türkiye Football Federation (TFF) and Mercedes-Benz have had a sponsorship agreement since 1996, serving as the sponsors for the men’s national team, women’s national team and e-national team. It will end their 28-year collaboration this year.
The deal, which was most recently extended for two years at the beginning of 2023, appears to have ended in 2025 without renewal. Reports indicate that Mercedes-Benz has begun reclaiming EQB vehicles allocated for the use of national team players under the agreement.
The TFF recently held talks with BMW, represented by Borusan Otomotiv in Türkiye. However, a significant alternative is Togg, Türkiye’s first domestic car brand, launched on Oct. 29, 2022, after being described by President Recep Tayyip Erdogan as a “60-year dream come true.”
If a deal is reached, national team players will be provided with Togg’s T10X models instead of Mercedes vehicles. Togg officials reportedly assured the federation that there would be no issues with vehicle allocation, promising access to the new T10X cars for national team players.
While negotiations are reportedly underway with both BMW and Togg, sources suggest that the federation is more likely to favor finalizing an agreement with Togg as the new primary sponsor.
