Audi and Major League Soccer: A long-standing partnership

Audi and Major League Soccer (MLS) announced a multi-year partnership in March 2015, marking the beginning of Audi’s official involvement as the official automotive partner of MLS. This collaboration has continued to evolve over the years, with Audi becoming a key sponsor of various MLS events and programs.

The initial partnership in 2015

The partnership, which began with the 2015 MLS season, positioned Audi as the presenting sponsor for the MLS Cup Playoffs. Audi’s branding gained significant exposure through field-level signage during nationally televised MLS matches on networks like ESPN, FOX, and Univision. Additionally, the automaker aired MLS-themed commercials throughout the season, further strengthening its connection with the sport and its fanbase.

Audi’s role in MLS Cup Playoffs and All-Star Game

The partnership also allowed Audi to activate at MLS All-Star Games and the MLS Cup. Audi’s integration into MLS continued to grow over time, with the automaker not only sponsoring high-profile events but also becoming a critical supporter of the league’s youth academies and future soccer stars.

Extension of the partnership in 2018

In July 2018, Audi and MLS extended their agreement, continuing the automaker’s role as the title sponsor of the Audi MLS Cup Playoffs. As part of this renewal, Audi introduced the Audi Player Index, a next-generation analytics tool providing near real-time statistical data for all MLS matches. This tool helped soccer enthusiasts dive deeper into match performances and player stats, available both on MLS broadcasts and through the MLS app.

2023: Renewing commitment to soccer development

In February 2023, Audi and MLS extended their partnership once again. Audi retained its role as official automotive partner, title sponsor of the Audi MLS Cup Playoffs, and presenting sponsor of the MLS Golden Boot Award, which honors the league’s top scorer each season.

Audi’s support has gone beyond sponsorship, contributing more than $4 million to MLS academies and helping provide housing and resources for over 1,600 youth players. Through the Audi Goals Drive Progress initiative, launched in 2019, Audi has funded programs that enhance youth player experiences on and off the field.

Audi’s impact in North American soccer

Audi’s continued involvement with MLS comes as excitement for soccer in North America continues to grow, especially with the approach of the 2026 FIFA World Cup, which will be jointly hosted by the U.S., Canada, and Mexico. The Audi Goals Drive Progress Impact Award, launched in 2023, now recognizes individual players for their contributions to community development and social impact, aligning with MLS’s broader commitment to fostering equity and inclusion across North America.

Audi’s local club partnerships and naming rights

Audi’s local involvement includes partnerships with several MLS clubs, including Inter Miami, D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, and New York Red Bulls. Audi also holds the naming rights for Audi Field, home to D.C. United, further embedding the brand into the U.S. soccer scene.

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