Porsche bets on polo in Chile more than in Germany
- 8 hours ago
- 3 min read
It is curious that one of the most relevant brands in the German automotive industry fails to align itself with polo on its own soil. Although the consumer profile is typically akin to both this sport and high-end vehicles, they have not managed to consolidate this relationship in the German market.
As highlighted to POLOBIZ magazine by a Stuttgart-based executive of the brand, the main reason is that Germany has a very pronounced bureaucracy. This makes it extremely complex for the carmaker to deploy a unified strategy across the entire territory. The issue is deep-rooted: Porsche executives have stated that during 2026, the company will barely sponsor a few minor tournaments, funded by a budget that does not depend directly on headquarters.
The barrier of local distributors Business organisation in Germany operates through distributors, franchises, and associates. This means that decisions fall upon the regional state or the sales department of the local representative. Furthermore, advertising funds are tied to the market volume covered by each dealership.
"The budget for advertising or marketing strategies is very limited," the company clarifies. Therefore, "it is very difficult to associate it with a national promotional campaign across Germany."
The only plans Porsche has for 2026 in its home country involve supporting a tournament organised in the North Rhine-Westphalia region (Düsseldorf area), where the local distributor is very close to low-handicap German patrons. Added to this is a very timid participation in Berlin alongside the Porsche Olympiapark Team, with no further local projects planned.
The success of the strategy in Chile Consequently, across the Atlantic, the scenario is completely different for the brand, which has indeed managed to consolidate a strong relationship with polo. In Chile, for example, the German firm is one of the main supporters of the sport.
The reason for this success is Ernesto Mosso, a Chilean businessman dedicated to the world of jewellery who maintains strong ties with Porsche. Being a client of the brand allowed him to develop a different perspective on the business. Back in the 1990s, when Mosso acquired an '84 model 911 Carrera, he became one of the first Porsche owners in Chile and, naturally, one of the pioneering clients of the official importer in that country. Later, he joined as one of the six founding members of the local Porsche Club.
The businessman was also the founder of Mosso-Porsche, a polo team that has successfully competed in multiple international tournaments, lifting trophies alongside great figures of this emblematic sport. Mosso's strategy is based on a clear premise: allowing clients of a luxury brand to discover the entire experience surrounding polo. "Both parties are compatible," states the businessman.
This relationship has grown beyond the polo grounds. Through his jewellery and watch brand, Ernesto has supported Chilean racing drivers in the Porsche 911 GT3 Cup competition held in the US. Furthermore, at his residence in Santiago, alongside a polo ground and stables for his horses, the businessman has a garage where he keeps a collection of more than a dozen variants of the iconic 911, including all RS versions (except for the 1973 edition).
International presence: Slovakia and the US In other parts of the world, the brand has also secured its presence in polo. A clear example was the Farrier's Arena Polo Cup by Porsche in Šamorín, a town located in southwestern Slovakia, an alliance that could be renewed this year.
Similarly, at the Grayfields Polo Club in New Jersey, the German carmaker's sponsorship is guaranteed through the Paul Miller Porsche Polo Team, backed by one of the brand's main distributors on the East Coast of the US.
The family legacy in equestrianism Finally, someone who does not lack support is Diana Porsche. The professional dressage rider grew up surrounded by horses on her father's farm in the Salzkammergut region of Austria.
Her father, Gerhard Porsche, is a farmer and equine enthusiast, as well as being one of the four sons of Ferry Porsche, the founder of the sports car company. Notably, this family ranked as the seventh wealthiest in Germany in 2022, with an estimated net worth of around US$ 23,600 million.
