The US Soccer Federation announced yesterday that it had signed a major endorsement deal with German automaker Volkswagen. Of course, VW is no stranger to sponsoring soccer in the US as it was a long time kit sponsor for DC United and its subsidiary Audi is the title sponsor of the MLS Audi Player Index. The deal with US Soccer represents a much deeper investment in the sport in the US and extends its reach to the US Men’s, Women’s, Youth, Para 7-a-side, Beach and Futsal National Teams, as well as the US Soccer Development Academies according to a statement released by USSF.
Details about the agreement note that it is an eight-figure deal lasting through 2022 and is only second to the deal the federation has with Nike. Notably, the sponsorship will make VW the title sponsor of the Tournament of Nations which will return in 2021.
The deal, negotiated by Soccer United Marketing, represents a commercial achievement for USSF President Carlos Cordeiro. The first term head of the federation had promised to bring increased revenue to the federation in addition to winning the right to host the 2026 World Cup. With that tournament looming, this may be the first of many new lucrative sponsorships that the federation can bring in to reach its on and off field goals.