VW Volkswagen of America entered into a
multi-year deal with Major League Soccer (MLS) and its marketing arm, Soccer
United Marketing. Tim Ellis, VP of marketing, Volkswagen of America, Inc.,
noted in a release that the relationship aligns with VW's global soccer
relationships and builds a relationship with targeted consumers in the U.S,
“particularly families, sports fans and multicultural audiences. In
addition, MLS's aggressive expansion plans closely align with Volkswagen of
America's long-term growth strategy.”


In 2008, the Herndon, Va.-based U.S. marketing arm of
Volkswagen signed a one-year program with the league and also agreed to act as
presenting sponsor of Washington, D.C.-based MLS team D.C. United. Volkswagen's
logo is emblazoned on D.C. United's jersey, and VW has in-stadium marketing
programs.

 

Volkswagen will activate with in-stadium, grassroots and
national television programs. As part of the deal, MLS will use Volkswagen
vehicles for special events and league operations as well as player
appearances. Volkswagen will have entry to MLS content-generation platforms,
and will have in-stadium exposure, on-site activation at select MLS games and a
presence at MLS MVP awards, including full-season, MLS All-Star and MLS Cup
recipients.

 

The new deal also includes new national grassroots
programming in partnership with MLS; Volkswagen will also be a sponsor of
existing MLS grassroots initiatives, including MLS Futbolito and Sueno MLS.
Volkswagen's sponsorship of D.C. United includes a “Volkswagen
Garage” at RFK stadium, where VW shows off vehicles, and has loyalty
events for owners.

 

David Wright, VP of partnership marketing for Soccer United
Marketing, which oversees marketing for 11 pro soccer properties including MLS
and its teams,  says the sport has a diverse fan base, and is growing in terms
of media reach and audience.

 

“We now have kids growing up who don't know soccer
without MLS.” He says there are three major fan demographics: youth and
family; multicultural, particularly among Hispanics whose population in the U.S. has just
passed 45 million; “and the third is what we call hard-core fans, those
who live and breathe our sport.”

 

“To Volkswagen's credit, they did a great job hitting
the ground running last year,” he adds. He says MLB has some 40 corporate
sponsorships, 15 of which are long-term partners. “A long-term partnership
lets sponsors take a strategic look at their ownership position, which makes it
easier to create a road map.”

 

Other sponsors include Adidas, American Airlines, Aquafina,
Budweiser, Chase, Diageo, Dick's Sporting Goods, Gatorade, The Home Depot,
Makita USA, NAPA Auto Parts, Panasonic, Pepsi Co., U.S. Soccer Foundation,
Visa, Xbox 360; Corporate Partners–Glidden, Red Bull.

 

The league has 14 teams now; it will have 15 clubs by
year-end 2009 and 16 next year. MLS has broadcast partnerships with
ABC, ESPN, Univision, and Fox Soccer channel.