March 13 – For a decade German car manufacturer Audi has maintained a strong, loyal partnership with Major League Soccer (MLS) and in 2023 became the presenting sponsor for the MLS Cup, which crowns the end–of–season champions.
Along with the championship, Audi has been instrumental in creating the Audi Goals Drive Progress initiative, which has provided critical resources to MLS youth academies, thus addressing the financial barriers that youth soccer in the USA is associated with.
Audi generously supplies funding for goals scored in the league and that money is used to provide education, travel and housing. With over $5million already donated to assist academy graduates transition into first-team squads, the program has been a resounding success.
Daniel Weissland, president of Audi America, said: “Audi believes in the power of performance – on the field, in communities and in the lives of young athletes. Our decade-long partnership with MLS reinforces our commitment to help support the growth of the sport in North America, investing in young players and strengthening the league’s connection to its fans.”
Don Garber, the MLS commissioner, who has been largely responsible for the league’s remarkable growth over the last two decades, commented: “Audi has been an exceptional partner and game-changer for Major League Soccer over the past 10 years, helping grow the league and investing in the next generation of talent.
“Their commitment to youth development through Audi Goals Drive Progress has opened doors for so many young players, and their support for our clubs and fans has made a real impact. We’re excited to celebrate this milestone together and can’t wait for what’s ahead.”
As well as the league sponsorship, Audi also has partnerships with Inter Miami CF, DC United and Orlando City SC to create ties within communities in MLS cities throughout North America.
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