Audi of America is extending its long-standing partnership with Major League Soccer in a multiyear deal, the two entities announced Tuesday.
The automaker has been the league’s official automotive partner since 2015.
New this year, Audi will be the first presenting sponsor of the MLS Cup. Also new is the Audi Goals Drive Progress Impact Award presented by MLS Works, which will recognize charitable work by players in their communities.
Originally launched in 2019, the initiative provides funding to enhance the experience of young players both on and off the field at MLS academies, which play an essential role in developing talented players in the U.S. and Canada.
During the MLS Cup presented by Audi, the winner of the Audi Goals Drive Progress Impact Award will be presented with a $100,000 contribution to the charity of their choosing.
MLS, which enters its 28th season this month, is preparing for the 2026 World Cup hosted by the U.S., Canada, and Mexico.
Audi has focused on raising the profile of the game and supporting youth players stateside, said Tara Rush, chief marketing officer, Audi of America. “We value this sponsorship as it drives participation for the sport, strengthens the soccer community across the U.S., and reaches new fans,” Rush says in a release.
The automaker has helped expand educational resources for more than 1,600 youth players, increased housing options for more than 130 youth players and has provided $4 million in support to MLS academies.
Audi's nationwide dealer network further supports MLS on a local level, including five club partnerships — D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, and New York Red Bulls — and as the official naming rights sponsor of Audi Field in Washington, D.C.