Just a few days ago, Audi announced a landmark, multi-year partnership agreement with MLS (Major League Soccer) and is set to appeal to a new millennial audience, reaching diverse and passionate drivers.
The partnership will include activation rights at the annual MLS All-Star Game and the MLS Cup, as well as having Audi become the presenting sponsor of the MLS Cup Playoffs.
This spot is called “The Game” and its the first ever aired by Audi as an official MLS partner. Usually, these types of agreements are pretty standard between major car manufacturers and major sports leagues – see KIA and the NBA.
However, where this is different from KIA’s NBA partnership is that NBA fans, NBA players, NBA front office guys don’t go out and buy lots of KIA models, whereas their MLS counterparts do. Especially the fans, which according to Audi represent the “highest percentage of millennial audience of any major U.S sport”.
That’s not a bad group to have in your corner, especially since they tend to buy premium cars in general.
Overall, a very clever move by Audi of America who is joining the league at a very exciting time where there is also a new-look crest, two new expansion clubs, new star players and new media partners.
Right now, some of the biggest names in MLS are also very well known throughout the international ranks. Taking to the field for the 2015 season will be star players such as David Villa, Frank Lampard, Maxi Rodriguez, Kaka, Robbie Keane, Sebastian Giovinco, Jermaine Jones, Jozy Altidore, DeMarcus Beasley or Jermain Defoe.
Also, using the four rings to spell “GOOOOAL”, pretty clever!