VW Renews, Expands MLS Deal

NEW YORK Major League Soccer has renewed and expanded its sponsorship agreement with Volkswagen of America, signing a new four-year deal that renews the automaker’s status as the official vehicle of the pro soccer organization.

While financial terms were not disclosed, the new pact calls for VW to receive in-stadium placement, including signage during national broadcasts.

As part of the package, VW vehicles will be featured prominently at MLS special events and league operations, including player appearances. The company will also  sponsor grassroots initiatives like MLS Futbolito!, a four-on-four traveling tournament for amateur players.

Last year marked VW’s first stint as an MSL backer. Per terms of the new deal, VW also will continue to serve as the presenting partner of the D.C. United franchise, its logo featured prominently on the front of the club’s game jerseys.

VW’s new contract with the league includes an increased media buy with MLS TV partners ESPN, Fox Soccer Channel and Univision.

“Globally, Volkswagen has been a longtime supporter of soccer. The relationship with MLS strengthens our connection with our target consumers in the U.S. market, particularly families, sports fans and multicultural audiences,” said Tim Ellis, vp of marketing, Volkswagen of America. “Additionally, MLS’ aggressive expansion plans closely align with [our] long-term growth strategy.”

By 2011, MLS plans expanding to 18 teams from its current roster of 15, including a new Philadelphia franchise that is expected to launch next season. While the home cities for the 17th and 18th clubs have not been announced, St. Louis and Portland, Ore., are among the two American municipalities that are up for consideration.

As MLS kicks off its 14th season this weekend, the league has locked in a wealth of high-end sponsorships from the likes of: Adidas, American Airlines, Budweiser, Chase, Gatorade, The Home Depot, NAPA Auto Parts, Pepsi and Visa.