Volkswagen announced that it would extend a multi-year partnership with the U.S. Soccer Federation. This partnership includes the national men's and women's soccer teams and a national youth team. They hope to make soccer more accessible in the United States and to drive the sport forward with DEIB initiatives, EV adoption, and sustainability. ABC's Good Morning America made the announcement of the agreement on live television.
Strategic Partnership
David Wright, the U.S. Soccer Chief Commercial Officer, said his organization was proud to extend this strategic partnership with Volkswagen. Volkswagen plays an essential role in increasing the sport's accessibility in the United States. In a 2019 Gallup survey, 31 percent of Americans would call themselves soccer fans. That number marks a new high in a country where soccer has never performed as well as other sports like football, baseball, and basketball.
U.S. Soccer set its aim to become the number one most popular sport in the United States. It plans to do this through:
- Increased visibility
- Lifting sustainability
- Player and coach development
- Promoting greater fan engagement
The partnership seeks to grow the sport of soccer in America. They hope to bring the sport to underrepresented youth in America and to reduce barriers to increase participation. U.S. Soccer and Volkswagen plan to bring soccer programs to underserved communities.
Creating an Inclusive Environment
Under the partnership, they seek to promote an inclusive environment that accepts all soccer fans in the United States. For example, they will feature the CHAMP Virtual Player Honoree at select matches. Youth in hardship or difficult circumstances will use CHAMP honoree to virtually bring them ever closer to the sport.
Their partnership includes a focus on sustainability and electrification. The brand set a goal to exclusively build electric cars in Europe by 2033. They want 70 percent of their vehicles to be all-electric by 2030. This choice follows a trend among auto brands to switch to electric cars.
Conclusion
This agreement was a seven-figure deal that will make the brand's logo continue to appear on training apparel. Along with U.S. Soccer extending its agreement with Volkswagen, it will continue its partnerships with Allstate and Anheuser-Busch. Soccer represents accessible fun for everyone, which is why it is so popular. If you'd like to learn more, you can visit our dealership and check out some of the Volkswagen vehicles.
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