MLS, Audi Expand Alliance: ‘Reach Fans Who Are Driven, Passionate, Diverse’
Wednesday, October 22, 2025 at 02:56PM By Barry Janoff
October 22, 2025: After ten yeas, MLS is keeping Audi in the driver’s seat.
Audi of America and MLS today unveiled a multi-year extension of their partnership, calling it the “next chapter in a decade-long collaboration.”
Under the agreement, Audi will continue as MLS’ 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.
Financial terms were not disclosed.
The Audi 2025 MLS Cup Playoffs begin today (Oct. 22) and culminate with the MLS Cup presented by Audi
"Audi isn't just a sponsor — they've been a true partner in building MLS," commissioner Don Garber said via the league.
"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 support the extended alliance, Audi has debuted a 30-second spot, "The Assist.” It shows MLS stars kicking soccer balls to and getting an assist from Audi’s RS e-tron GT, played out to “It’s Tricky” by Run/DMC.
Text offers, “Still in the game. Audi and MLS are kicking off the next chapter together.”
Under the new pact. Audi's support will 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," Daniel Weissland, president of Audi of America, said via the company.
"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 will continue its 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."
“The Assist” Run/DMC “It’s Tricky”
“It's Tricky to rock a rhyme, to rock a rhyme that's right on time
“It's Tricky . . . it's Tricky (Tricky) Tricky (Tricky)
“It's Tricky to rock a rhyme, to rock a rhyme that's right on time
“It's Tricky... Tr-tr-tr-tricky (Tricky) Trrrrrrrrrrricky.”
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