October 26 – In March German carmaker Audi and Major League Soccer (MLS) were celebrating 10-years of working together. Last week they announced a multi-year extension of their partnership.
Designated as the MLS’s Official Automotive Partner, Audi became the title Sponsor of the Audi MLS Cup Playoffs, and Presenting Sponsor of the MLS Golden Boot, MLS Cup MVP, and MLS Cup.
Audi’s support will also extend as the presenting sponsor of the Team of the Matchday digital series and as an official partner of the MLS All-Star Game.
“Audi has a longstanding commitment to soccer globally and we’re proud to extend that commitment in the U.S. through our continued partnership with MLS,” said Daniel Weissland, president of Audi of America. “This collaboration has allowed us to connect with a new generation of fans who are driven, passionate, and diverse, while celebrating performance on the pitch, on the road, and in communities where the game thrives.”
To mark the renewal Audi will debut a 30-second spot titled ‘The Assist’ during the Audi 2025 MLS Cup Playoffs Wild Card Matches on October 22 and running exclusively on Apple TV throughout the MLS Cup until December 6.
The ad will feature the RS e-tron GT performance, Audi’s most powerful and quickest accelerating production vehicle.
“Audi isn’t just a sponsor – they’ve been a true partner in building MLS,” said Commissioner Don Garber. “They believe in performance, innovation, and creating meaningful impact in communities, which are values we deeply share. We are proud to continue growing the game together.”
Audi’s local partnerships in the MLS include Inter Miami CF, D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, Columbus Crew, and New York Red Bulls. The car maker also holds naming rights to Audi Field in Washington, D.C.
No value was given for the renewal.
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