Audi and Major League Soccer: A Decade of Partnership and Innovation
Audi and Major League Soccer have solidified their partnership for the long term, marking a decade of collaboration. The automaker has renewed its commitment to the league, becoming the Official Automotive Partner and title sponsor of the playoffs. In addition, Audi will now present the MLS All-Star Game and the Team of the Matchday digital series, expanding its visibility throughout the entire season.
As MLS wraps up its 30th season, the timing aligns perfectly with the upcoming 2026 FIFA World Cup in North America, showcasing the growing popularity of soccer in the U.S. Audi's President, Daniel Weissland, expressed the brand's dedication to soccer globally and its connection with a diverse and passionate fan base. The partnership goes beyond sponsorship, with Audi being a true partner in building MLS and creating meaningful impact in communities.
To celebrate the extended partnership, Audi has launched a new commercial titled "The Assist," featuring the RS e-tron GT performance vehicle alongside MLS talent. The commercial will debut during the Wild Card playoff matches and will be exclusively aired on Apple TV until the MLS Cup final. Audi's involvement with MLS extends to local deals with seven clubs and naming rights to Audi Field in Washington, D.C., near the company's U.S. headquarters.
For fans looking to enhance their MLS experience, Audi offers MLS-branded themes for select 2023–2025 vehicle models, allowing owners to customize their car's central touchscreen with league-inspired wallpapers. This collaboration between Audi and MLS highlights their shared values of performance, innovation, and community impact, further solidifying their partnership in the soccer world.