Roger Hampel
Photo Credit: MLS
Since 2015, Audi has maintained a strategic partnership with Major League Soccer (MLS), coinciding with an impressive period of growth and rising popularity for soccer in the United States and Canada. As MLS celebrates its 30th season in 2025, the partnership reaches a notable decade milestone.
Impact on Youth Development and Player Progression
One of the key outcomes of the partnership has been the Audi Goals Drive Progress initiative, which has provided financial resources to MLS youth academies. This initiative directly ties funding to goal-scoring in the league, helping address financial barriers faced by young athletes, such as costs associated with education, travel, and housing. 10 Years MLS Audi
Over the past decade, this program has contributed more than $5 million, assisting over 430 academy graduates to transition into MLS first-team squads. Such initiatives have contributed to enhancing the competitive landscape and talent pool available to MLS clubs.
Additionally, the partnership has supported specialized training facilities called Audi Performance Centers, which provide advanced technological and educational resources to youth academy players.
League Growth and Economic Value 10 Years MLS Audi
Audi's partnership with MLS has overlapped with substantial increases in league attendance and club valuations. MLS attracted over 12.1 million fans in the 2024 season alone, marking a 57% increase in total attendance compared to 2015. Additionally, the overall valuation of MLS clubs now exceeds $21 billion, a sevenfold increase since the partnership's inception, underscoring MLS's rise in commercial prominence.
International Events and Future Outlook
The growth of MLS is set to continue as North America prepares for significant international soccer events. In 2025, Audi Field in Washington, D.C., will serve as a venue for the expanded FIFA Club World Cup, with MLS club Inter Miami CF participating. This will be followed by the 2026 FIFA World Cup, hosted jointly by the U.S., Canada, and Mexico—events expected to further accelerate soccer’s popularity across the continent.
Statements from Leaders
Daniel Weissland, President of Audi of America, said:
"Audi believes in the power of performance—on the field, in communities, and in the lives of young athletes. Our decade-long partnership with MLS reinforces our commitment to help support the growth of the sport in North America, investing in young players, and strengthening the league’s connection to its fans."
MLS Commissioner Don Garber commented:
"Audi has been an exceptional partner and game-changer for Major League Soccer over the past 10 years, helping grow the league and investing in the next generation of talent. Their commitment to youth development through Audi Goals Drive Progress has opened doors for so many young players, and their support for our clubs and fans has made a real impact. We’re excited to celebrate this milestone together and can’t wait for what’s ahead."
Community and Local Engagement
Aside from youth development, Audi and MLS have engaged in community-focused initiatives, investing approximately $570,000 over two years into programs promoting social equity, education, and inclusion. Audi also sponsors league awards, such as the MLS Golden Boot, reinforcing its visibility within the soccer community.
Locally, Audi remains active through specific partnerships with MLS clubs like Inter Miami CF, D.C. United, Orlando City SC, and others, maintaining strong connections to the communities around its North American headquarters.
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