“Globally, Volkswagen has been a long-time supporter of soccer. In the U.S. we’ve been increasing our commitment to the sport and are delighted to expand our presence at a grass-roots level throughout local communities,” said Tim Ellis, Vice President of Marketing for Volkswagen of America.
“The youth soccer tour is testament to Volkswagen’s strategy of engaging families and multicultural audiences with our brand in a fun, authentic way.”
The nationwide mobile tour, called The Footballers’ Clubhaus, began on June 15 and is scheduled to visit over 46 youth soccer tournaments. The Footballers' Clubhaus tour presented by Volkswagen and MLS aims to reach the families of the more than 3.2 million participants currently registered in youth soccer nationwide.
The tour will feature games and activities for the entire family, as well as several fun ride-and-drive opportunities for consumers. From the 46 youth soccer tournaments to be visited by Volkswagen’s fleet of cars, 13 are part of the largest Hispanic Soccer Tournament, titled Futbolito.
The youth soccer events will enable its visitors to get direct answers from the Volkswagen dealers, which will also provide additional information on Volkswagen’s product family. Parents can take a closer look at the showcased vehicles, such as Routans, Jetta Sportwagens, Tiguans, Passat Wagons and CCs, while kids have a day of Carefree Maintenance, where they can get their shoes repaired between soccer matches.
Families are also invited to participate at interactive activities, such as soccer-tennis, autograph sessions with MLS players and the opportunity to receive a $25 gift card incentive for test driving a VW at their favorite local dealership. The marketing campaign will end in November, when Volkswagen will join the MSL Cup championship in Seattle.
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