• by Tanya Gazdik , Yesterday

Volkswagen of America and U.S. Soccer are renewing — and expanding — their longtime partnership.

“The extended deal, which runs through 2032, includes a larger marketing investment,” according to Marketing Dive. “In addition, the automaker is deepening its roster of individual ambassadors" including U.S. Women’s National Soccer Team Coach Emma Hayes and Naomi Haile Girma, who plays as a center back for Women's Super League club Chelsea and the United States national team.

The deal also includes sponsorship of U.S. Soccer’s newly opened flagship training center in Atlanta. Volkswagen will have the opportunity to connect with National Team athletes, coaches, referees, fans and members of the broader soccer community through the federation’s new home.

The renewal builds on the visibility and fan engagement generated by the FIFA World Cup 2026 and comes as attention turns to the FIFA Women’s World Cup 2027 in Brazil.  

Soccer in America has never had more momentum than it does right now, says Rachael Zaluzec, chief marketing officer and senior vice president, customer experience, Volkswagen of America. 

Since 2019, Volkswagen has served as presenting partner of all 27 U.S. Soccer National Teams. That continues under the multiyear expanded agreement.

“Quite frankly, in 2019, there weren’t a whole lot of brands jumping on board to invest in a sport that was more of a challenger sport versus some of the more flagship sports in the U.S.,” Zaluzec tells The Drum.

Throughout the sponsorship, Volkswagen has placed special emphasis on U.S. Soccer’s Extended National Teams across all levels and disciplines of the game—including Deaf, Powerchair, and Beach Soccer—creating new opportunities to showcase athletes, broaden access to the sport, and reach new audiences. 

“Volkswagen has consistently invested in the full breadth of U.S. Soccer, from our senior National Teams to Deaf and Beach Soccer, and that commitment has helped more athletes, fans, and people across the soccer community to see themselves in the game,” said David Wright, chief commercial officer, U.S. Soccer, in a release. 

This past weekend, Volkswagen celebrated the new deal along with the launch of the all-new 2027 Volkswagen Atlas at the U.S. Women’s National Team match against Spain. Volkswagen had two 2027 Atlas vehicles on display, along with a custom, limited-edition Atlas x Banner mascot T-shirt. Thirty T-shirts were distributed to fans during pre-match warmups, while a videoboard graphic gave fans the opportunity to purchase the shirt through the Volkswagen Driver Gear website.