• by Tanya Gazdik , November 8, 2022

Volkswagen Group of America’s multiyear partnership extension with the U.S. Soccer Federation includes a new focus on sustainability and electrification.

As part of their efforts to create an inclusive environment in soccer for all, Volkswagen and U.S. Soccer will continue to feature the Champ, a Volkswagen custom robot who is the Virtual Player Honoree at select matches. 

Champ was developed to expand the visibility and impact of the existing U.S. Soccer player honoree program. With its telepresence technology, CHAMP allows young soccer fans experiencing hardships the chance to participate as a player honoree virtually, bringing them closer to the game.

Volkswagen also will allocate funding to join U.S. Soccer in its commitment to reduce barriers for participation and increase opportunities for underrepresented youth.

The two also plan on “driving the sport forward while mobilizing change through EV adoption, sustainability and DEIB initiatives,” per a statement.

The new focus on sustainability and electrification comes as Volkswagen continues to grow its lineup of electric vehicles with the ID.4 SUV and upcoming ID. Buzz. U.S. Soccer and Volkswagen will work together to catalyze actionable sustainability initiatives and encourage EV adoption, according to the partners.

During each USSF match, there will be a takeover moment highlighting the “Electric Goals of the Match” every time a U.S. goal is scored, including in-match signage and social posts. Additionally, mini electric ID.4 and ID. Buzz models will deliver the game balls in select matches.

The deal maintains Volkswagen as the official presenting partner of U.S. Soccer, including the Men’s and Women’s National Teams, as well as U.S. Youth National Teams and Extended National Teams.

“VW has played an integral role in increasing accessibility to our sport,” says U.S. Soccer Chief Commercial Officer David Wright in a release.

At the national level, Volkswagen branding will appear on the training and warmup tops of U.S. Soccer National teams.

Visibility for the brand will continue via prominent in-stadium and training camp placements on U.S. Soccer creative materials, including a significant presence in the organization’s social media and digital efforts.