Audi and Major League Soccer Kick Off Next Chapter in 10-Year Partnership

[Source: Audi]

Audi continues to have strong ties with professional soccer. Shortly after Audi delivered new company cars to the FC Bayern Munich squad, Audi of America announced a multi-year extension of their partnership with Major League Soccer (MLS).

The renewed agreement extends a partnership that has already been in place for ten years. 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. Additionally, Audi will support the Team of the Matchday digital series and remain an official partner of the MLS All-Star Game, reinforcing its year-round presence and connection to the league’s top moments and players.

New Ad Spot

“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.”

To mark the milestone partnership, Audi debuted a new 30-second ad titled “The Assist” during the 2025 Audi MLS Cup Playoffs Wild Card Matches on October 22. The spot features the RS e-tron GT performance, Audi’s most powerful production model, alongside top MLS talent. The ad will air exclusively on Apple TV throughout the playoffs, leading up to the MLS Cup presented by Audi on December 6.

Audi MLS Partnerships

Audi maintains a strong footprint in Major League Soccer through partnerships with clubs such as 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., underscoring its long-term commitment to both the sport and local communities near its U.S. headquarters.

Passionate soccer fans can even keep the excitement going while inside their vehicle. Audi has introduced new MLS-branded Audi Themes for select 2023–2025 models, letting owners customize their vehicle’s MMI touchscreen with exclusive, soccer-inspired wallpapers.

As MLS marks its 30th season and gears up for the 2026 FIFA World Cup, Audi continues to play a key role in the sport’s growth across North America. To watch the new “The Assist” ad on the Audi USA YouTube channel click HERE.