Volkswagen of America has announced a multi-year partnership extension with the US Soccer Federation. The collaboration includes the US men’s and women’s national teams, youth national teams and extended national teams. New for the partnership is a focus on sustainability and electrification.
This comes as Volkswagen continues to grow its lineup of electric vehicles (EVs) in the USA with the ID.4 electric sports utility vehicle (SUV) and upcoming ID. Buzz. Both US Soccer and Volkswagen will work together to catalyse actionable sustainability initiatives and encourage EV adoption.
During each USSF match, there will be a takeover moment highlighting the “Electric Goals of the Match” every time a US goal is scored. This will include in-match signage and social posts. Additionally, mini versions of the all-electric ID.4 and ID. Buzz models will deliver the game balls in select matches.
Pablo Di Si, Volkswagen Group of America president and CEO, said: “We are thrilled to renew our partnership with US Soccer. We look forward to continuing to help grow this great sport in the US and all over the world.
“Just as Volkswagen is the People’s Car, soccer is the People’s Sport—both represent accessible fun for everyone.”
Volkswagen will continue to aid US Soccer in its mission to become the preeminent sport in the United States. This will be through increased visibility, player and coach development, lifting sustainability and participation initiatives and promoting greater fan engagement across the country.
At the National level, Volkswagen branding will appear on the training and warmup tops of US Soccer National teams, including the Women’s and Men’s National Teams, all Youth National Teams, and Extended National Teams.
Visibility for the brand will continue via prominent in-stadium and training camp placements on US Soccer creative materials, including a significant presence in the organisation’s social media and digital efforts.
David Wright, US Soccer CCO, said: “We’re incredibly proud to continue our strategic partnership with Volkswagen. VW has played an integral role in increasing accessibility to our sport.
“We look forward to continuing to work together as we drive forward to make soccer more fun, inclusive and ultimately, the preeminent sport in our country.”
Throughout the partnership, Volkswagen will allocate funding to join US Soccer in its commitment to reduce barriers to participation and increase opportunities for underrepresented youth.
Working closely with US Soccer’s Membership across the country and portfolio of strategic partners, Volkswagen and US Soccer are committed to bringing soccer programs and resources to underserved communities.
This partnership is good news in that it will help with diversity, equity, inclusion and belonging (DEIB) initiatives but also promote cleaner driving for the future. It is important that sport and health, especially when it’s aimed at children, are combined with a healthy future for a greener, cleaner planet for all to enjoy.
At the end of last year, Volkswagen of America announced it will invest $20 million in 50-State electric vehicle dealer readiness program. This will support its more than 600 dealership partners to transform into regional hubs for electric vehicles.
