VW will also see its logo appear on all training tops for all U.S. Soccer national teamsVOLKSWAGEN
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 in the eight figures annually, according to industry 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. VW will also see its logo appear on all training tops for all U.S. Soccer national teams. VW will also 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. Previously, VW had a jersey front sponsorship with DC United that has since lapsed, and the company’s Chattanooga factory supports its local NPSL club, Chattanooga FC. USSF Chief Commercial & Strategy Officer Jay Berhalter said, “We’re still in the early days of really building this out, but we think this deal sends the right message for us organizationally, showing how committed we are to be improving the fan experience and the developmental side for players, coaches and referees."
GROWING THE GAME: While VW is still working on its plans to activate alongside U.S. Soccer, one of the first projects will be to encourage more women coaches at all levels. VW of America Exec VP/Sales & Marketing Derrick Hatami noted that while 47% of players are female, only 15% of coaches are women. The company is planning to offer financial support to make it easier for women to get coaching licenses and to make a more female-friendly classroom environment. The company will also have heavy presence in the buildup to the ’19 Women’s World Cup. Gilt Edge Soccer Marketing recently won an RFP and represented VW in its activations in this deal, according to industry sources. SUM VP/Business Development Carter Ladd said, “For a global brand to do a deal at this size and at this juncture in terms of where the federation is at, it’s hard to understate how important we think it will be for growth, relevance and development." Ladd said the deal will be the largest non-endemic partnership the federation has, and is a “multi, multi-million-dollar annualized investment.”
