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Audi drives MLS partnership into Canada

German automotive manufacturer Audi has entered into a Canada-focused partnership with North America’s Major League Soccer.

Audi Canada will serve as the official automotive partner of MLS in the country as part of the multi-year agreement.

The two parties will work together to aid MLS’s growth in Canada and support the league’s three Canadian teams: Toronto FC, Montreal Impact and Vancouver Whitecaps.

Various fan contests, experiences and other activities will be organised to promote the partnership.

Montreal Impact and Toronto FC both reached this year's end-of-season playoffs, which are sponsored by Audi, and on Tuesday met in the first leg of the Eastern Conference final. Impact holds the advantage heading into next Wednesday’s second leg after picking up a 3-2 victory.

The winner over two legs will meet either Seattle Sounders or Colorado Rapids, the two Western Conference finalists, in the MLS Cup final on December 10.

Audi also sponsors the league’s Audi Player Index data capture system, which tracks in-game action and player positions. The company signed a multi-year partnership with MLS focusing on the US market in March 2015.

“Major League Soccer is thrilled to extend Audi's partnership with the league into Canada,” Jennifer Cramer, vice-president of partnership marketing for Soccer United Marketing, said. “Audi is committed to growing the sport of soccer across North America and around the globe, so it is only natural that we join together at this critical time for our sport. We will lean on Audi's commitment to innovation, technology, and advancement to take our sport to new heights.”