Audi of America has reportedly agreed a four-year deal to replace Volkswagen as the official auto partner of Major League Soccer (MLS) , reports, www.sportspromedia.com/. According to SportsBusiness Daily, the American arm of the German carmaker will serve as the presenting sponsor of the MLS playoffs as part of the deal, described by a source as 'one of the largest in MLS history'.
The sponsorship, thought to be Audi's largest sports marketing expenditure in the US, includes national television advertising, in-stadium branding, 30 player appearances, digital and social media elements, and other marketing rights.
Audi 'also gets the rights to develop and market an MLS Cup trophy tour, develop in-market experiences around the MLS All-Star Game and MLS Cup and develop Audi-branded premium items', according to SportsBusiness Daily.
Audi is reported to be ready to invest US$9 million on activation and experiential marketing over the course of the deal, with an agency to implement the campaign set to be selected by early April.
Volkswagen has been the official MLS auto partner since 2008.
