U.S. Soccer Signs Volkswagen Of America To Four-Year Deal

Volkswagen of America has signed a four-year deal with U.S. Soccer, making the automaker the first presenting sponsor in the federation’s history. The deal, which runs through ’22, is valued at eight figures annually, according to sources. It will be USSF's second-largest deal, only behind its long-standing partnership with Nike. Terms of the deal were not disclosed. VW will unveil the partnership today during the Detroit Auto Show.

As part of the partnership, which was brokered by Soccer United Marketing on behalf of U.S. Soccer, VW is planning to integrate itself widely across the federation, including efforts to help boost the sport’s participation rates at all levels, the development of players, coaches and refs and various fan engagement plans. VW will also see its logo appear on training tops for all U.S. Soccer national teams. As part of the deal, the automaker will be the presenting sponsor of the Tournament of Nations, a round-robin international women’s tournament that the U.S. hosts in non-World Cup or Olympic years -- the next one occurring in ’21.

See more in today's issue of THE DAILY.