Major League Soccer (MLS) in North America has announced the extension of its long-standing sponsorship deal with German car brand, Audi. This multi-year renewal will see Audi continue as the league’s official automotive partner and title sponsor of several key events.
Audi has enjoyed a fruitful partnership with MLS since 2015, and the last renewal of this alliance was inked in 2023. The extension of this agreement guarantees that Audi will maintain its status as the league's official automotive partner. Moreover, it will continue to hold the title sponsorship for several esteemed awards and events within the league.
These include the MLS Cup Playoffs, an event that draws significant attention each season. Additionally, Audi will sponsor individual accolades such as the MLS Golden Boot and the MLS Cup MVP - both highly sought-after recognitions among players. Most notably, Audi will remain as the title sponsor for one of soccer's most prestigious trophies - The MLS Cup itself. In addition to these roles, Audi will also become an official partner of the much-awaited MLS All-Star Game and take on presenting sponsorship for 'Team of Matchday' digital series.
Local partnerships strengthening brand presence
The German automaker's presence is strongly felt within local clubs too. It boasts partnerships with several clubs including Inter Miami, DC United, Orlando City, San Jose Earthquakes, Sporting Kansas City, Columbus Crew and New York Red Bulls. Furthermore, it holds naming rights to DC United’s home ground - known as 'Audi Field' - located in Washington DC.
In other exciting news for fans across North America and beyond; Major League Soccer has dropped its paywall for playoff games on Apple TV subscriptions. This means viewers no longer need an exclusive Season Pass subscription to watch these crucial matches on this streaming platform.
This move allows standard Apple TV subscribers access to games throughout postseason play-offs – providing more exposure to a wider audience during this critical part of each season. Apple TV subscribers have seen increased accessibility throughout this season due to efforts by both Apple and Major League Soccer; most notably, the new Sunday Night Soccer package was made available without a paywall.
Continued broadcast partnership with Fox Sports
Despite these changes, Fox Sports will continue to air select playoff matches on linear television as part of the MLS-Apple deal. This includes broadcasting the MLS Cup on its network. The global rights to MLS are held by Apple as part of a 10-year agreement worth over $2.5 billion that began in 2023.
This extended partnership between Audi and Major League Soccer not only strengthens their ties but also promises greater accessibility for fans across various platforms. The future looks bright for North America's premier soccer league and its dedicated followers.
