Audi of America and Major League Soccer (MLS) today announced a multi-year extension of their partnership, marking the next chapter in a decade-long collaboration. United by a shared passion for performance, the agreement strengthens Audi’s role as the League’s Official Automotive Partner and deepens the brand’s presence in MLS’s most competitive moments, from postseason matches to marquee player honor.
Under the agreement, Audi will continue as Major League Soccer’s Official Automotive Partner, Title Sponsor of the Audi MLS Cup Playoffs, and Presenting Sponsor of the MLS Golden Boot, MLS Cup MVP, and MLS Cup. Audi’s support will also extend as the presenting sponsor of the Team of the Matchday digital series and as an official partner of the MLS All-Star Game, reinforcing its presence throughout the season and its connection to standout moments and players.
“Audi has a longstanding commitment to soccer globally and we’re proud to extend that commitment in the U.S. through our continued partnership with MLS,” said Daniel Weissland, president of Audi of America. “This collaboration has allowed us to connect with a new generation of fans who are driven, passionate, and diverse, while celebrating performance on the pitch, on the road, and in communities where the game thrives.”
“Audi isn’t just a sponsor – they’ve been a true partner in building MLS,” said Commissioner Don Garber. “They believe in performance, innovation, and creating meaningful impact in communities, which are values we deeply share. We are proud to continue growing the game together.”
To celebrate the milestone, Audi will debut a 30-second spot titled “The Assist” during the Audi 2025 MLS Cup Playoffs Wild Card Matches on October 22. Featuring the RS e-tron GT performance, Audi’s most powerful and quickest accelerating production vehicle, as a star player among top League talent. “The Assist” will air exclusively on Apple TV through the MLS Cup presented by Audi on December 6.
Audi continues its strong presence in MLS through local partnerships with clubs including Inter Miami CF, D.C. United, Orlando City SC, San Jose Earthquakes, Sporting Kansas City, Columbus Crew, and New York Red Bulls. The brand also holds naming rights to Audi Field in Washington, D.C., reinforcing its long-term support for the sport and the communities near its U.S. headquarters.
Audi recently introduced MLS-branded Audi Themes for select 2023-2025 models, allowing owners to personalize their vehicle’s Multi-Media Interface (MMI), the central touchscreen that controls navigation, entertainment, and settings. The exclusive League-inspired wallpapers bring the spirit of the game into the cabin, turning the Audi’s interior into a personal expression for drivers and passengers.
Audi’s continued commitment to MLS comes as the League closes its 30th season and prepares for major international milestones, including the FIFA World Cup in 2026. As soccer’s presence expands across North America, Audi remains at the center of the game’s growth, united with MLS in a shared pursuit of performance and excellence.
