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Audi And Major League Soccer Celebrate Ten Years Of Commitment To Soccer Development In The U.S.
Audi and Major League Soccer (MLS) are marking a decade of collaboration, celebrating their efforts to boost soccer's growth in the U.S. Audi's investment since 2015 has been crucial in nurturing young talent and expanding the league. This partnership has also empowered MLS athletes to make significant community contributions.
"Audi believes in the power of performance—on the field, in communities, and in the lives of young athletes," stated Daniel Weissland, President of Audi of America. "Our decade-long partnership with MLS reinforces our commitment to help support the growth of the sport in North America, investing in young players, and strengthening the league’s connection to its fans."
Since 2019, Audi has focused on eliminating obstacles that hinder young players' access to soccer. The Audi Goals Drive Progress initiative provides funds to MLS Club Youth Academies for each goal scored during the season. This supports education, housing, and transportation for budding athletes.
With over 8,000 goals scored since 2019, Audi has raised more than $5 million for youth development. This funding has helped 430 Academy graduates move up to first-team rosters. Audi Performance Centers at select academies offer resources and academic support to ensure players excel both on and off the field.
Audi's commitment extends beyond youth development. It supports MLS players who drive positive change through initiatives like Celebrating Impact and the Audi Goals Drive Progress Impact Award. In two years, $570,000 has been invested in player-led projects promoting youth development and social equity across North America.
Audi is deeply integrated into MLS through local partnerships with clubs such as Inter Miami CF and D.C. United. It is also the Official Naming Rights Sponsor of Audi Field in Washington, D.C., underscoring its long-term dedication to soccer near its North American headquarters.
Enhancing Fan Experience
Audi enhances the fan experience by sponsoring events like the MLS Golden Boot and MLS Cup annually. Recently, it introduced MLS-branded Audi Themes for select models from 2023-2025, allowing owners to personalise their vehicles with exclusive wallpapers.
The partnership between Audi and MLS coincides with a period of remarkable growth for soccer in North America. As popularity peaks, the region prepares for significant events like FIFA’s first-ever Club World Cup in 2025 and the FIFA World Cup in 2026.
Future Prospects
Audi Field will host matches during FIFA’s Club World Cup in 2025, with partner Inter Miami CF competing globally. This momentum will continue into the FIFA World Cup in 2026, further elevating soccer's influence across North America.
"Audi has been an exceptional partner and game-changer for Major League Soccer over the past 10 years," said MLS Commissioner Don Garber. "Their commitment to youth development through Audi Goals Drive Progress has opened doors for so many young players."
Audi remains committed to sustainable growth through transformation at Audi of America. In 2024, it launched new vehicle platforms offering top-tier internal combustion engine (ICE) and battery electric vehicle (BEV) options.
Major League Soccer celebrates its 30th season with clubs across the U.S. and Canada. Fans can watch matches via MLS Season Pass on Apple TV devices or online at tv.apple.com.
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