October 26 – In March, German car manufacturer Audi and Major League Soccer (MLS) celebrated their ten-year partnership. Last week they announced a multi-year extension of their collaboration.
Designated as the Official Automotive Partner of the MLS, Audi became the title sponsor of the Audi MLS Cup Playoffs and presenting sponsor of the MLS Golden Boot, MLS Cup MVP and MLS Cup.
Audi’s support will also extend as a presenting sponsor of the Team of the Matchday digital series and as an official partner of the MLS All-Star Game.
“Audi has a long-standing commitment to soccer worldwide and we are proud to expand this commitment in the U.S. through our continued partnership with MLS,” said Daniel Weissland, president of Audi of America. “This partnership has allowed us to connect with a new generation of fans who are driven, passionate and diverse, as we celebrate achievements on the pitch, on the road and in communities where the game thrives.”
To mark the overtime period, Audi will debut a 30-second spot titled “The Assist” during the Audi 2025 MLS Cup Playoffs Wild Card Matches on October 22, which will be available exclusively on Apple TV during the MLS Cup through December 6.
The ad will feature the RS e-tron GT performance, Audi’s most powerful and fastest accelerating production car.
“Audi is not just a sponsor – they have been a true partner in building the MLS,” said Commissioner Don Garber. “They believe in performance, innovation and creating meaningful impact in communities, which are values we share deeply. We are proud to continue to grow the game together.”
Audi’s local partnerships in the MLS include Inter Miami CF, DC United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, Columbus Crew and New York Red Bulls. The automaker also has naming rights to Audi Field in Washington, DC
No value was assigned to the extension.
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