Major League Soccer (MLS) and Audi of America announced a multi-year extension of their partnership. With the highest percentage of millennial audience of any major U.S. sport, the partnership with MLS enables Audi to combine its commitment to innovation and technology to engage fans, raise the profile of the game and reach the next generation of young buyers.
As part of the agreement, Audi will remain the League’s Official Automotive Partner and the title sponsor of the Audi MLS Cup Playoffs.
With a shared vision in producing cutting-edge technology solutions mixed with progressive ideas, the Audi-MLS partnership forges a deeper connection with fans, drives the business of soccer and fuels league growth on and off the field.
Dedicated to bringing fans exciting activations and immersive opportunities to enhance the soccer experience, Audi will continue to leverage next-generation technology to provide near real-time statistical analysis for all MLS matches through the Audi Player Index. Tracking every on-ball action, the Audi Player Index, featured on the MLS app, provides soccer enthusiasts data and insights to illuminate discussion on the sport they love.
„MLS takes great pride in our collaborative relationship with Audi, and we’re excited to finalize an extension of our partnership,“ said Gary Stevenson, President and Managing Director of MLS Business Ventures. „Audi is a game-changer in the automotive industry and a forward-thinking, incredible supporter of MLS, recognizing the value of soccer and our efforts to further advance the game across North America. We look forward to working with Audi for many years to come.“
With the historic opening of Audi Field for D.C. United – the state-of-the-art soccer stadium in our nation’s capital – along with ten partnerships with MLS clubs, Audi’s commitment to growing the game has established the brand as one of the biggest names in soccer in North America. The partnership with MLS is part of Audi’s global soccer footprint, which includes some of the most legendary clubs in Europe.
„We’re thrilled to extend our relationship with MLS, an integral partner to Audi of America. We remain committed to raising the profile of the game of soccer stateside and value this partnership that allows us to drive participation for the sport,“ said Loren Angelo, Vice President, Marketing, Audi of America. „Through this continued sponsorship and the recent opening of Audi Field, we’re proud to collaborate with MLS to connect soccer fans and reach the new fans.“
The announcement of the extension was unveiled this morning as part of the series of events surrounding MLS All-Star Week in Atlanta. Prior to the League’s MLS All-Star Game presented by Target on Wednesday against the iconic Serie A club Juventus, Audi is presenting MLS All-Stars, industry insiders and supporters with the unique opportunity of test driving Audi Sport models at the Porsche Experience Center in Atlanta. In addition, Audi, MLS and Univision are conducting a „Watch and Win“ sweepstakes where viewers can text to win an Audi A3 sedan.
Throughout the MLS season, Audi will air MLS-themed commercials during nationally-televised games on ESPN, FOX and Univision, including the MLS All-Star Game, MLS Cup Playoffs and MLS Cup.