Adweek is reporting that Major League Soccer has renewed and expanded its sponsorship agreement with Volkswagen of America, signing a new four-year deal that renews the automaker's status as the official vehicle of the pro soccer organization. While financial terms were not disclosed, under the terms of the new pact VW receives in-stadium placement, including signage during national broadcasts.
As part of the package, VW vehicles will be featured prominently at MLS special events and league operations, including player appearances. The company will also sponsor grassroots initiatives like MLS Futbolito!, a four-on-four travelling tournament for amateur players.
"Globally, Volkswagen has been a long-time supporter of soccer. The relationship with MLS strengthens our connection with our target consumers in the U.S. market, particularly families, sports fans and multicultural audiences," said Tim Ellis, VP of marketing, Volkswagen of America. "Additionally, MLS' aggressive expansion plans closely align with [our] long-term growth strategy."