North America’s Major League Soccer (MLS) has extended its sponsorship deal with German car brand Audi and agreed a new partnership with RBC Wealth Management, an arm of the Canadian bank, ahead of the upcoming 2023 season.
As part of a multi-year renewal with Audi, the brand will remain the league's official automotive partner, title sponsor of the Audi MLS Cup Playoffs, and presenting sponsor of the MLS Golden Boot Award.
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Audi will also be the first presenting sponsor of the MLS Cup.
The car manufacturer has been the official automotive partner of MLS since 2015.
It also has a wider MLS presence with five club partnerships (DC United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, and New York Red Bulls) and as the official naming rights sponsor of Audi Field in Washington, DC.
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The German company will additionally continue with its ‘Audi Goals Drive Progress’ program. Originally launched in 2019, the initiative provides funding for young players at MLS academies and has provided a total of $4 million, according to the league.
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By GlobalDataDon Garber, MLS Commissioner, said: "Audi has been a champion of Major League Soccer throughout a tremendous time of growth in our league, and it has been a dedicated partner every step of the way. MLS is proud to continue our work with Audi during this momentous time for soccer in North America."
Tara Rush, chief marketing officer, Audi of America, added: "We're thrilled to extend our relationship with Major League Soccer as we do our part to keep raising the profile of the game and support youth players stateside.
"We value this sponsorship as it drives participation for the sport, strengthens the soccer community across the US, and reaches new fans."
Through a new multi-year agreement with RBC Wealth Management, the company will serve as the official wealth management partner of MLS in the US.
The firm will have a presence at MLS Player Engagement events and provide workshops and educational opportunities for players.
Additionally, the partnership will include brand integration across platforms, including streaming, digital, in-stadium, and on-site activation at marquee MLS events.
The two parties will also collaborate on community initiatives.
The 28th MLS season begins this weekend (February 25).
