The company has promoted women’s tennis since 1978, when it became a title partner at the inaugural Porsche Tennis Grand Prix in Filderstadt, Germany. Its involvement in tennis has grown from strength to strength around the world. Golf is also a traditional focus of Porsche’s activities in the field, with the company having established the Porsche Golf Cup in Germany over 30 years ago. The international growth of this exclusive series of amateur tournaments for customers has demonstrated the relevance of golf to the target group, inspiring a move into the men’s pro game with the Porsche European Open.
Sami Khedira has been an ambassador for Porsche’s youth support programme since 2018. A 2014 World Cup winner who played a number of seasons for VfB Stuttgart, Khedira makes appearances at a variety of events and provides important tips to help young players maintain the right attitude and behaviour both on and off the pitch.
Beyond the professional arena, another key pillar of the sports sponsorship strategy is to introduce young people to the social benefits of sport. Porsche therefore supports youth sport at its Stuttgart and Leipzig production sites as part of its wide-ranging Turbo for Talents programme. In addition to high-quality sports training, this programme also promotes the social and personal development of children and young people.
Sports funding in the Stuttgart region
For a number of years, Porsche has supported children and young people in the Stuttgart area at its partner clubs SG Sonnenhof Grossaspach (football), SV Stuttgarter Kickers (football) and SC Bietigheim-Bissingen Steelers (ice hockey), as well as at the Porsche Basketball Academy in Ludwigsburg. This collaboration aims to provide the next generation with sporting and social support through shared experiences while also preparing them for their subsequent work life.
In the reporting year, selected junior players at the partner clubs received the 2019 Turbo Awards. These honours were bestowed on 12 young talents from the four clubs whose outstanding sporting development, educational performance and social commitment ensure that they already serve as role models for their peers. Alongside sporting performance, significant emphasis is therefore placed on balancing sports training and schoolwork as well as social responsibilities within the club. As a special bonus, the winners also received a driving safety training course or a grant towards the cost of a driving licence.
The ADM Youth Days event run by Stuttgarter Kickers gives around 1,200 children the chance to participate in an exciting football tournament and a wide range of additional activities. With support from Porsche, this tournament welcomes over 100 youth teams from across the region in four age groups.
Another attraction at the ADM Youth Days is the Porsche Coaching Mobile: this Porsche Cayenne with trailer was specially developed for youth support, featuring sporting equipment and training modules for measuring individual performance through play. In this way, young talents can better assess their sporting capabilities and adapt their approach to training accordingly. Age-specific reference values also make the results easy to compare. The Porsche Coaching Mobile was in action across Germany almost every weekend from April to October 2019. Its 34 days of appearances extended far beyond the five partner clubs in the Stuttgart and Leipzig regions, with nearly 4,000 children and young people taking part in the various events.
Sports funding in the Leipzig region
Porsche and the football club RB Leipzig have worked together in the field of youth support since 2014, encouraging children and young people to participate in team sports while nurturing their individual potential. This collaboration also makes it easier for children from socially disadvantaged families to access team sports and professional competition.
The Leipzig Quarter-Finals is a popular youth football tournament that has been run by Porsche and RB Leipzig since 2015. This event welcomes U11 and U14 youth teams each representing one of four Leipzig city districts. Over 1,000 children and young people again took part in the 2019 edition of this popular tournament, with the winning teams afforded the rare honour of receiving their trophies during the half-time break of a Bundesliga match at the Red Bull Arena – cheered on by thousands of fans. Regional football clubs also benefit from the Leipzig Quarter-Finals: in August 2019, four regional clubs once again received donations from Porsche as a thank you for hosting the preliminary rounds of this tournament in May. SG Olympia 1896 Leipzig, SV Lokomotive Engelsdorf, Leipziger Sport-Club 1901 and TSV B.hlitz-Ehrenberg 1990 were each awarded 2,000 euros towards their youth programmes.
A further aspect of this partnership with RB Leipzig is the Porsche Coaching Bench, which gives families with football-loving children the chance to experience live matches right on the touchline. The sports car manufacturer recruits children aged between five and 10 to accompany their heroes out on to the pitch. At the home match against TSG Hoffenheim on 7 December 2019, one of these 11 young football fans was the 911th. Having served as a mascot since the start of this campaign, number 911 was allowed to pick out their favourite RB Leipzig player and also received a football signed by the whole team. At the RB Leipzig training ground events, Porsche helps the Bundesliga team spot upcoming talents. Additionally at the football camp run by the RB Leipzig Football School, junior players can show off their skills and have lots of fun learning more about the game. Porsche supports socially disadvantaged children by paying the entrance fee on their behalf. On top of this, the inclusion camp at the football school helps children with and without disabilities learn from and with one another.
Each year, the best of RB Leipzig’s youth teams is also crowned the Porsche Talent Team, with the U19 outfit taking this title in 2019.
Petra Kvitova wins Porsche Tennis Grand Prix
It was seventh time lucky for Czech star Petra Kvitova as she won the Porsche Tennis Grand Prix in front of a sell-out crowd of 4,400 at the Porsche Arena on 28 April 2019. Kvitova was rewarded with a Porsche 911 Carrera 4S Cabriolet for this latest triumph in her highly successful career, having previously won the prestigious singles title at Wimbledon in 2011 and 2014, along with a total of six Fed Cup crowns as part of the Czech Republic team. While Kvitova has experienced a great many sporting highlights, she sustained career-threatening injuries to her dominant left hand during a knife attack in her flat in Prostejov on 20 December 2016. Following four hours of surgery and six months of not being able to use her hand, she made her way back to the top. “After an experience like that, every match I can play is like a gift,” said Kvitova.
The crowd at the Porsche Arena surely had her remarkable recovery on their minds as they saluted the achievement of this 29-year-old, one of the most popular players on the WTA Tour, with a standing ovation lasting several minutes. Estonia’s Anett Kontaveit proved a worthy opponent, with the favourite forced to draw on all her experience as she recorded a 6–3, 7–6 victory that saw her fulfil her dream of winning the Porsche Tennis Grand Prix.
“I love playing in front of this amazing crowd, and I’m overjoyed to have finally won this fantastic tournament,” said Kvitova after taking match point. And as Chairman of the Executive Board Oliver Blume presented the champion with the keys to her 911 Carrera 4S Cabriolet, she added with a wink: “This car is a wonderful bonus.”
Two players from Porsche Team Germany also had reason to celebrate on finals day, as Mona Barthel and Anna-Lena Friedsam took a shock 2–6, 6–3, 10–6 victory in the doubles tournament over the highly favoured Czech–Russian pairing of Lucie Safarova and Anastasia Pavlyuchenkova. Remarkably, this was the first time they had ever competed together – quite a successful debut.
Porsche has sponsored the Porsche Tennis Grand Prix since 1978 and took over as event organiser in 2002. This tournament at the Porsche Arena in Stuttgart has developed into a WTA Tour showpiece. The players themselves have voted it the world’s best tournament in its category no fewer than 10 times, with its most recent triumph coming in the reporting year.
Porsche Race to Shenzhen: Ashleigh Barty wins Cayenne Coupé
Porsche extended its successful global partnership with the Women’s Tennis Association (WTA) in 2019, remaining the title partner of the Porsche Race to Shenzhen – the official qualification ranking for the WTA Finals. Players can collect ranking points at a total of 56 tournaments throughout the season (52 WTA events plus four Grand Slams). In a nod to Porsche’s motorsport background, every tournament is symbolised with its own pit board. The partnership ensures that the company maintains a year-round presence on the global WTA tour.
The Porsche Race to Shenzhen was won by Ashleigh Barty of Australia in 2019. By heading the Porsche ranking, the world number one secured her place at the first edition of the WTA Finals to be held in the Chinese high-tech city of Shenzhen. This exclusive event is reserved for the eight most successful singles and doubles players of the season. Top-ranked Barty also received a Porsche Cayenne Coup. in honour of her achievement.
“We’d like to warmly congratulate Ashleigh Barty on winning the Porsche Race to Shenzhen. Her prize of the athletic Cayenne Coupé is the fitting reward for her magnificent tennis performances this season,” said Detlev von Platen, Member of the Executive Board responsible for Sales and Marketing at Porsche AG. “The WTA Finals in China are another highlight in our successful partnership with the WTA and the perfect finale to a fantastic tennis year.”
Bigger and better: successful partnerships with the WTA and DTB
Through its partnership with the WTA, Porsche is the title partner of the Porsche Race to Shenzhen and the exclusive automotive partner of both the WTA and the WTA Finals. The sports car manufacturer is further expanding its role as exclusive automotive partner of key WTA tournaments around the world – supported by the respective markets and Porsche Centres, its appearances in 2019 included St Petersburg (Russia), Dubai (UAE), Monterrey (Mexico), Birmingham (UK), San Jose (US), Cincinnati (US) and Linz (Austria).
In addition to this global partnership with the WTA and the Porsche Tennis Grand Prix, the company’s close cooperation with the German Tennis Federation (DTB) represents another key pillar of its successful involvement in the world of women’s tennis. Porsche has been a premium partner of the DTB since 2012, powering the development of women’s tennis in Germany to a series of international triumphs including Angelique Kerber’s singles victory at Wimbledon in 2018. These fantastic results also serve as extra encouragement for budding junior players throughout the country. Inspired by Porsche’s successful nurturing of young motorsport talent, the Porsche Talent Team offers professional support to help the next generation fulfil their potential. And as young players always need role models to look up to, Porsche is establishing the necessary framework to support tomorrow’s role models today.
Maria Sharapova, Angelique Kerber and Julia Görges are a trio of world-class players and the faces of Porsche’s successful commitment to women’s tennis. Boasting class and character both on and off the court, they represent Porsche and its philosophy around the world as brand ambassadors.
Maria Sharapova, Angelique Kerber and Julia Görges
Porsche European Open in Hamburg
Star players, the new Taycan and a thrilling battle – Porsche was the title partner of this prestigious European Tour event for the fifth time in September 2019, offering a fantastic brand experience to a crowd of over 39,000 as they enjoyed top-quality golf in Hamburg. In an exciting finale at the Porsche Nord Course run by Green Eagle Golf Courses, England’s Paul Casey topped the leader board ahead of home favourite Bernd Ritthammer.
“As a fan of sports cars, I felt very much at home this week, and it certainly helped me. It really is a very special win,” he said. Like Casey, the top US trio of Xander Schauffele, Patrick Reed and Matt Kuchar took their chance during the week of the tournament to escape the confines of this demanding course and make use of the many opportunities to experience Porsche sports cars up close in and around Hamburg.
“The third Porsche European Open at the Green Eagle Golf Courses venue was in many ways a very special tournament for us. We’ve seen world-class golf over the extremely challenging Porsche Nord Course and everything peaked with a spectacular weekend that included a record attendance, lovely weather and an enthralling battle for the title,” said Andreas Haffner, Member of the Executive Board responsible for Human Resources at Porsche AG. “The event also enabled us to deliver an intensive brand experience, even away from the course.”
Alongside the golfing elite, another star of the Porsche European Open 2019 was the new Porsche Taycan Turbo. Only one day after enjoying its world premiere, it was unveiled as the hole-in-one prize at the 17th tee of the Porsche Nord Course to the delight of players and spectators alike. Also in attendance were members of the Porsche Golf Circle and the South Korea team that won the World Trophy of the Porsche Golf Cup. Their participation in a variety of events including the Porsche European Pro-Am tournament underlined the close links between Porsche’s activities in the world of golf.
Porsche also offered golfing experiences in the heart of Hamburg with the Porsche Urban Golf Challenge at Spielbudenplatz square in the St Pauli district, providing plenty of thrills and spills to kick off the tournament. The Porsche Urban Golf Club at the StrandPauli beach club also helped get the crowds in the mood for golf in the weeks leading up to the event.
Additional pro tournament partnerships
Porsche has served as automotive partner at events on the Asian Tour and the European Tour since 2019, presenting the brand at the SMBC Singapore Open, the Omega European Masters in Crans-Montana, Switzerland, and the Mutuactivos Open de España in Madrid. This commitment to golf emphasises the brand’s international outlook and its relevance to the markets.
Porsche Golf Cup celebrates first hole-in-one
Porsche’s exclusive series of amateur tournaments for customers was peppered with highlights in 2019. The top 80 male and female golfers from 20 countries successfully qualified for the sixth World Final in Mallorca, representing the very best of the 17,647 starters who entered a total of 261 qualification tournaments. These record entry figures further underline Porsche customers’ real passion for golf. In addition, Italy’s Marco Leoni recorded a hole-in-one at the last hole of the World Final in May. Not only was this the first of its kind in the history of the event, it happened at the very hole that qualified for a special bonus prize – a Porsche 911 Carrera S. South Korea were ultimately crowned the winners of the World Trophy event in Mallorca. Established in 1988, the Porsche Golf Cup is organised by Porsche AG together with the Porsche centres and the Porsche sales subsidiaries.
Porsche Generations Open
The Porsche Generations Open, an innovative competition for amateur golfers, returned for its fourth edition in 2019. Having originated in Germany, this concept of a team event featuring players from two different generations with an age gap of at least 20 years has been an international hit.
Porsche Golf Circle hits new heights
The Porsche Golf Circle, an international app-based community reserved for golf-loving Porsche customers, continued to expand rapidly in its second year and now boasts 3,000 registered members. Not only does the Porsche Golf Circle enable members to interact with like-minded individuals across the globe and visit the editorial section for fascinating insights relating to golf, Porsche and the company’s activities in the golfing world, it also organises a host of exclusive events. In 2019, community members travelled to the Porsche brand’s Stuttgart home, marvelled at the spectacular city state of Singapore and enjoyed a behind-the-scenes look at a professional tournament – the Porsche European Open in Hamburg.