German carmaker Volkswagen (VW) has extended its sponsorship of the US Soccer Federation (US Soccer) governing body, it was announced yesterday (November 7).

Through the renewal, VW will remain the presenting partner of the national federation and the US men’s and women’s national teams, youth teams, and extended teams.

Volkswagen branding will appear on the training and warmup tops of players, as well as in stadiums, at training camps, on creative materials, and on US Soccer’s social media and digital channels.

US Soccer says VW will continue to help it in its mission to make soccer “the preeminent sport in the United States through increased visibility, player, and coach development.”

The federation added the two organizations will continue working together on sustainability and participation initiatives and on promoting greater fan engagement in the US.

VW and US Soccer first partnered in 2019 through a four-year, “eight-figure” deal.

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By GlobalData

The renewal follows the announcements last week that US Soccer had renewed its long-standing sponsorship deal with international brewing giant Anheuser-Busch InBev and struck a multi-year extension and expansion with insurance company Allstate.

David Wright, chief commercial officer of US Soccer, said: “We’re incredibly proud to continue our strategic partnership with Volkswagen. VW has played an integral role in increasing accessibility to our sport and 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.”

Pablo Di Si, president and chief executive of Volkswagen Group of America, added: “We are thrilled to renew our partnership with US Soccer. We look forward to continuing to help grow this great sport in the U.S. 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.”