US Soccer has signed a multi-year partnership with Volkswagen of America, which is reportedly valued at eight figures annually.
The agreement, facilitated by Soccer United Marketing, means Volkswagen becomes the Presenting Automotive Partner of the Federation through 2022. It was officially unveiled on Monday at a press conference during the Detroit Auto Show.
As part of the deal, Volkswagen will have branding on training tops of US Soccer national teams at all levels. The car manufacturer will be activating during the build-up to the Women’s World Cup in France this summer and become a Presenting Partner of Tournament of Nations, which next takes place in 2021.
The company will also have prominent in-stadium and training camp placements, along with a significant presence in the organisation’s social media and digital efforts.
“We are extremely excited to work together with Volkswagen to help us continue to grow soccer in the United States,” said US Soccer chief executive and secretary general Dan Flynn in a statement. “Volkswagen will be one of the most active and visible partners US Soccer has ever had, providing us with additional resources for more programmes that can impact and help develop the sport, while also allowing us to reach more fans of the game across the country.”