"After a very successful first year, Volkswagen is pleased to extend its sponsorship of Major League Soccer," said Tim Ellis, Vice President of Marketing, Volkswagen of America, Inc. "Globally, Volkswagen has been a long-time supporter of soccer. The relationship with MLS strengthens our connection with our target consumers in the U.S. market, particularly families, sports fans and multicultural audiences. Additionally, MLS's aggressive expansion plans closely align with Volkswagen of America's long-term growth strategy."
The partnership means that Volkswagen's fleet of vehicles will be used for Major League Soccer special events and league operations. Thus, the German car maker's brand will be linked to the most important events of MLS.
Apart from that, Volkswagen will also sponsor the existing MLS grassroots initiatives including MLS Futbolito and Sueno MLS.
"Major League Soccer is excited to partner with Volkswagen, a company that is synonymous with excellence and innovation," said Kathy Carter, Executive Vice President of Soccer United Marketing. "Volkswagen has made a long-term commitment to the sport of soccer in this country and we look forward to working together as we both grow our business."
Since both parts benefit from this marriage, there is no reason why they should stop here. Unlike other automakers that gave up sponsorships in order to save cash amid the global recession, Volkswagen of America seems to be doing quite well in this direction.
Apart from Volkswagen, other sponsors of the Major League Soccer include Adidas, American Airlines, Gatorade, Panasonic, Pepsi, Red Bull, Glidden.
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