MLS agrees multi-year extension with Audi

This announcement comes as North American soccer is seeing a surge in popularity as MLS begins its new season this month.

The Major League Soccer (MLS) has announced a new multi-year extension with the German car manufacturer, Audi.

In accordance with the new contract, Audi will continue to be the league’s official automobile partner, the Audi MLS Cup Playoffs’ title sponsor, and the presenting sponsor of the MLS Golden Boot Award, which recognises the league’s top scorer each season. Moreover, Audi will serve as the MLS Cup’s inaugural presenting sponsor as well.

This announcement comes as North American soccer is seeing a surge in popularity as MLS begins its new season this month and with this, anticipation for the FIFA World Cup 2026, which will be held by the United States, Canada, and Mexico, is also growing.

Tara Rush, Chief Marketing Officer, Audi of America, commented, “We’re thrilled to extend our relationship with Major League Soccer as we do our part to keep raising the profile of the game and support youth players stateside. We value this sponsorship as it drives participation for the sport, strengthens the soccer community across the U.S., and reaches new fans.”

Since 2015, Audi of America has been the official automotive partner of MLS. Through this partnership, more than 1,600 young players have benefited from enhanced educational opportunities, more than 130 young players have access to more housing options, and MLS academies have received $4 million in support.

Through five club partnerships (D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, and New York Red Bulls) and as the official naming rights sponsor of Audi Field in Washington, D.C., Audi and its countrywide dealer network further, promote MLS on a local level.

Audi continues to promote “Audi Goals Drive Progress,” in addition to important games and championships. The “Audi Goals Drive Progress” programme, which was initially introduced in 2019, offers financing to improve the experience of young players at MLS academies, which are crucial in the development of talented players in the United States and Canada, both on and off the field.

The Audi Goals Drive Progress Impact Award presented by MLS WORKS, a new initiative aimed at honouring players’ particular volunteer activities in the community, will also make its debut during the 2023 season. Candidates will be taken into consideration by a selection committee if their dedication to humanitarian work and social impact work results in sustainable communities, promotes equity and inclusion, and improves the lives of those in need throughout the United States and Canada.

MLS Commissioner, Don Garber, said, “Audi has been a champion of Major League Soccer throughout a tremendous time of growth in our league, and they have been a dedicated partner every step of the way. The Audi Goals Drive Progress initiative has funded $4 million to support MLS academies – making an immeasurable impact on the lives and playing careers of young soccer players.

It says everything about Audi’s commitment that as part of their renewed partnership with us, they are now collaborating with MLS WORKS on the Audi Goals Drive Progress Impact Award to honor the work of our amazing players in the communities where they live and play. MLS is proud to continue our work with Audi during this momentous time for soccer in North America.”

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