German automotive manufacturer Audi has signed a multi-year partnership with North America’s Major League Soccer.
The partnership commenced with the start of the 2015 MLS season on Friday, as reigning champion Los Angeles Galaxy defeated Chicago Fire 2-0. Audi becomes the official automotive partner of MLS, replacing parent company Volkswagen in the role. As part of the partnership, Audi will serve as the presenting sponsor of the season-ending MLS Cup Playoffs.
Loren Angelo, director of marketing for Audi of America, said: “Audi remains committed to soccer and raising the profile of the game in the United States. Last year the league’s attendance hit an all-time high. As a major supporter of the sport globally, we’re looking forward to cultivating the enthusiasm of soccer stateside and driving participation of the sport in a new way.”
The agreement incorporates a number of media extensions including field level signage during nationally televised MLS broadcasts. Throughout the season, Audi will air MLS-themed television commercials during nationally-televised games on ESPN, Fox and Univision, including the MLS All-Star Game, MLS Cup Playoffs and MLS Cup.
The deal marks Audi’s latest move into football in the US. Last summer Audi began a season-long commitment in the United States with a giant LED scoreboard illuminated by the headlights of 28 Audi A8 sedans to display the 2014 Fifa World Cup scores. In July, the brand hosted its first-ever US Audi Football Summit.
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