• by Phyllis Fine , 9 hours ago

Audi of America and Major League Soccer (MLS) announced a multiyear extension of their 10-year-old partnership. The deal deepens the brand’s presence in MLS matches, from postseason games to marquee player honors.

Under the agreement, Audi will continue as Major League Soccer’s official automotive partner, 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 to becoming the presenting sponsor of the Team of the Matchday digital series and as an official partner of the MLS All-Star Game, reinforcing its presence throughout the season and its connection to standout moments and players.

 “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,” said Daniel Weissland, president of Audi of America, in a statement.

“Audi isn’t just a sponsor -- they’ve been a true partner in building MLS,” said Commissioner Don Garber, in a press release. “They believe in performance, innovation, and creating meaningful impact in communities, which are values we deeply share."

To celebrate the milestone, Audi debuted a 30-second spot titled “The Assist” during the Audi 2025 MLS Cup Playoffs Wild Card Matches Oct. 22. The ad stars the RS e-tron GT performance, along with soccer players kicking a ball around -- one that occasionally hits parts of the vehicle.  “The Assist” will air exclusively on Apple TV through the MLS Cup presented by Audi Dec. 6.

Audi’s deal also include local partnerships with clubs including Inter Miami CF, D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, Columbus Crew, and New York Red Bulls. The brand also holds naming rights to Audi Field in Washington, D.C., reinforcing its long-term support for the communities near its U.S. headquarters at Herndon, Virginia.

Owners can get into the spirit of the game by choosing exclusive League-inspired wallpapers to personalize their vehicle’s Multi-Media Interface (MMI), the central touchscreen that controls navigation, entertainment, and settings. 

Audi’s continued commitment to MLS comes as the League closes its 30^th season and prepares for major international milestones, including the FIFA World Cup in 2026. 

Audi sibling brand VW also has a longtime sponsorship deal with U.S. Soccer.