The United States Soccer Federation (US Soccer) has announced a ‘landmark’ partnership with Volkswagen of America worth a reported eight figures annually.
The multi-year deal, which was facilitated by Soccer United Marketing and runs until 2022, makes the German carmaker the governing body’s first ever presenting partner.
According to SportsBusiness Daily, the tie-up ranks as US Soccer’s second-largest deal, only behind its longstanding apparel partnership with sportswear giant Nike.
The collaboration with Volkswagen will have a clear focus on increasing participation, developing players, coaches and referees, and boosting fan engagement. The company is also set to fund programs specifically geared towards developing more female coaches in the US.
The contract also designates Volkswagen as the presenting partner of the Tournament of Nations, a round-robin international women’s competition that takes place in the US during years that there is not a Fifa Women’s World Cup or Olympic Games.
“Volkswagen will be one of the most active and visible partners US Soccer has ever had, providing us with additional resources for more programs that can impact and help develop the sport, while also allowing us to reach more fans of the game across the country,” said US Soccer chief executive and secretary general Dan Flynn. “We look forward to the next four years together as we drive towards our mission of becoming the preeminent sport in the United States.”
As part of the deal with Volkswagen, the car company will benefit from branding on training tops for all US national teams, including the men’s and women’s sides, as well as all youth teams.
In addition, Volkswagen will have prominent in-stadium and training camp advertising placements for national team matches, while it will also feature heavily on US Soccer’s social media and digital channels.
“Our program is about helping to grow this great sport in the US,” added Scott Keogh, president and chief executive at Volkswagen Group of America. “The first step is making it easier for women to stay with the sport and pass on their wisdom and passion and love to the next generation of players. Soccer is the people’s sport and Volkswagen is the people’s car.”
The partnership comes ahead of this summer’s Women’s World Cup in France, where the US will be hoping to defend the title they won four years ago. The contract also runs up until the next edition of the men’s tournament in 2022, which the US will be looking to qualify for after missing out in 2018.
The United States Soccer Federation (US Soccer) has announced a ‘landmark’ partnership with Volkswagen of America worth a reported eight figures annually.
The multi-year deal, which was facilitated by Soccer United Marketing and runs until 2022, makes the German carmaker the governing body’s first ever presenting partner.
According to SportsBusiness Daily, the tie-up ranks as US Soccer’s second-largest deal, only behind its longstanding apparel partnership with sportswear giant Nike.
The collaboration with Volkswagen will have a clear focus on increasing participation, developing players, coaches and referees, and boosting fan engagement. The company is also set to fund programs specifically geared towards developing more female coaches in the US.
The contract also designates Volkswagen as the presenting partner of the Tournament of Nations, a round-robin international women’s competition that takes place in the US during years that there is not a Fifa Women’s World Cup or Olympic Games.
“Volkswagen will be one of the most active and visible partners US Soccer has ever had, providing us with additional resources for more programs that can impact and help develop the sport, while also allowing us to reach more fans of the game across the country,” said US Soccer chief executive and secretary general Dan Flynn. “We look forward to the next four years together as we drive towards our mission of becoming the preeminent sport in the United States.”
As part of the deal with Volkswagen, the car company will benefit from branding on training tops for all US national teams, including the men’s and women’s sides, as well as all youth teams.
In addition, Volkswagen will have prominent in-stadium and training camp advertising placements for national team matches, while it will also feature heavily on US Soccer’s social media and digital channels.
“Our program is about helping to grow this great sport in the US,” added Scott Keogh, president and chief executive at Volkswagen Group of America. “The first step is making it easier for women to stay with the sport and pass on their wisdom and passion and love to the next generation of players. Soccer is the people’s sport and Volkswagen is the people’s car.”
The partnership comes ahead of this summer’s Women’s World Cup in France, where the US will be hoping to defend the title they won four years ago. The contract also runs up until the next edition of the men’s tournament in 2022, which the US will be looking to qualify for after missing out in 2018.
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