Audi Canada Becomes Official Automotive Partner of Major League Soccer in Canada

  • Audi becomes the presenting sponsor of the Audi 2016 MLS Cup Playoffs
  • Multi-year agreement signed
  • New dimension to statistics showcased through the Audi Player Index

AJAX, ON, Nov. 23, 2016 /CNW/ - Audi Canada is proud to announce a new strategic marketing partnership with Major League Soccer in Canada in a multi-year deal. Effective immediately, Audi Canada becomes the Official Automotive Partner of Major League Soccer in Canada.  

The partnership extends Audi's global reach into the sport of soccer with top teams like Real Madrid, FC Barcelona and Bayern Munich and its own top tournament platform the Audi Cup. It also complements Audi Canada's broadcast presence during MLS' regular season. The agreement provides an opportunity for both Audi Canada and MLS to work together to continue to grow the League in Canada and to add to the tremendous commercial and on-field success that its three Canadian teams have experienced.

"Audi is a major supporter of soccer around the world, so this opportunity makes perfect sense for the brand in Canada," said Daniel Weissland, President, Audi Canada. "Audi Canada and our national network of dealers will work hard to bring Canada, the United States' top soccer league and its talented players closer to Canadian soccer fans through contests, premium fan experiences and other activities."

An entirely new dimension to statistics in soccer called the Audi Player Index will track where on the field an action is taking place as well as the position of the player making the play. The Index tracks 86 different game components and 2,000 player movements in each match to create one dynamic score for each player.

As the #1 participation sport for youth registrations in Canada and combined with Major League Soccer's continued investment in state of the art new stadium projects, league expansion and growing fan base, Audi Canada recognizes the strong fit and alignment with its own brand values.

"Major League Soccer is thrilled to extend Audi's partnership with the league into Canada," said Jennifer Cramer, Vice President of Partnership Marketing for Soccer United Marketing. "Audi is committed to growing the sport of soccer across North America and around the globe, so it is only natural that we join together at this critical time for our sport. We will lean on Audi's commitment to innovation, technology, and advancement to take our sport to new heights."

The new partnership will be visible with the Audi 2016 MLS Cup Playoffs.

About Audi: The Audi Group, with its brands Audi, Ducati and Lamborghini, is one of the most successful manufacturers of automobiles and motorcycles in the premium segment. It is present in more than 100 markets worldwide and produces at 16 locations in twelve countries. 100‑percent subsidiaries of AUDI AG include quattro GmbH (Neckarsulm), Automobili Lamborghini S.p.A. (Sant'Agata Bolognese, Italy) and Ducati Motor Holding S.p.A. (Bologna, Italy).

In 2015, the Audi Group delivered to customers approximately 1.8 million automobiles of the Audi brand, 3,245 sports cars of the Lamborghini brand and about 54,800 motorcycles of the Ducati brand. In the 2015 financial year, AUDI AG achieved total revenue of €58.4 billion and an operating profit of €4.8 billion. At present, approximately 85,000 people work for the company all over the world, about 60,000 of them in Germany. Audi focuses on new products and sustainable technologies for the future of mobility.

SOURCE Audi Canada

For further information: Michelle DeBique / E: / T: 647.352.3580 x226 / M: 416.893.4271; Emily Wraith / E: / T: 647.352.3580

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