Volkswagen Expands Its U.S. Soccer Partnership

October 14th, 2026 by

Volkswagen is investing in the future of American soccer, expanding opportunities for young athletes, and helping make the sport more accessible to communities across the country.

As soccer continues to gain momentum in the United States, Volkswagen is helping shape what comes next. On October 9, 2026, Volkswagen of America and U.S. Soccer announced a renewed, multi-year presenting partnership that increases Volkswagen’s investment across all 27 U.S. Soccer National Teams.

The expanded partnership builds on a relationship that began in 2019 and introduces additional support for the new Arthur M. Blank U.S. Soccer National Training Center in Atlanta, along with a renewed focus on youth participation and accessibility.

For soccer fans, families, aspiring athletes, and local communities, this is more than a sponsorship. It reflects a broader effort to make soccer more inclusive, create opportunities for the next generation, and strengthen the sport’s future in America.

For Volkswagen drivers and fans, it also offers another look at how the brand is investing in the communities and experiences that bring people together.

What Is Behind Volkswagen’s Expanded Partnership With U.S. Soccer?

Volkswagen’s decision to expand its partnership comes at a pivotal moment for American soccer.

The FIFA World Cup 2026 has brought significant attention to the sport, while the FIFA Women’s World Cup 2027 in Brazil gives fans another major international competition to look forward to. With interest in soccer growing, Volkswagen and U.S. Soccer are building on that momentum to connect more people with the game.

Since 2019, Volkswagen has served as a presenting partner of all 27 U.S. Soccer National Teams. The relationship has supported athletes across different levels and disciplines, including the senior National Teams and Extended National Teams representing Deaf, Powerchair, and Beach Soccer.

The expanded agreement strengthens that commitment in three important ways:

  • Increased investment: Volkswagen is expanding its support across all 27 National Teams.

  • Support for a new training facility: The brand will become a supporting sponsor of the Arthur M. Blank U.S. Soccer National Training Center in Atlanta.

  • Greater access to soccer: Volkswagen and U.S. Soccer will continue developing programs that encourage youth participation, with a particular focus on young women and girls ahead of the 2027 Women’s World Cup.

Together, these initiatives aim to turn growing enthusiasm for soccer into lasting opportunities for players, coaches, referees, and fans.

How the Partnership Benefits Local Communities

While national sponsorships often bring to mind professional athletes and major sporting events, their potential impact reaches far beyond the stadium.

Volkswagen’s expanded relationship with U.S. Soccer emphasizes community engagement, youth access, and greater visibility for athletes who have historically received less attention.

1. More Opportunities for Young Soccer Players

For children interested in soccer, access to quality coaching, supportive programs, and opportunities to participate can make a meaningful difference.

By strengthening its commitment to U.S. Soccer and youth programming, Volkswagen is helping support a broader environment in which more young people can discover the sport and explore their potential.

Community-based initiatives can introduce children to soccer, connect them with experienced players and coaches, and encourage them to develop teamwork, discipline, and confidence.

These benefits extend to parents and families, too. When communities have more opportunities for children to participate in sports, families gain additional ways to stay active and connect with others who share their interests.

2. Greater Visibility for Women and Girls in Soccer

One of the partnership’s key priorities is expanding access to soccer for young women and girls.

With the FIFA Women’s World Cup 2027 approaching, Volkswagen and U.S. Soccer are looking to build on the excitement surrounding women’s soccer and help inspire the next generation. Increased visibility can help young players see what is possible, from participating in a local youth league to pursuing competitive soccer opportunities.

Volkswagen has also established a new relationship with U.S. Women’s National Team head coach Emma Hayes and extended its existing athlete roster relationship with Naomi Girma.

These connections reinforce the partnership’s focus on women’s soccer and the people helping shape its future.

For families, this means more opportunities to celebrate women’s athletic achievements and encourage girls to explore sports in an environment that values their participation.

3. A More Inclusive Game for Athletes and Fans

Soccer is for everyone, and Volkswagen’s partnership has helped demonstrate what inclusion can look like in practice.

The company has supported U.S. Soccer’s Extended National Teams, including Deaf, Powerchair, and Beach Soccer. These efforts help bring attention to athletes and competitions that may not always receive the same coverage as traditional National Team matches.

In 2024, Volkswagen presented a U.S. Women’s Deaf National Team match during a doubleheader with the U.S. Women’s National Team. It marked the first U.S. Soccer doubleheader featuring both a senior and Extended National Team.

In 2025, Volkswagen presented a U.S. Men’s Deaf National Team match that became the first match featuring that team to be televised as part of a U.S. Soccer-controlled event. Both broadcasts included on-screen American Sign Language interpreters, helping improve accessibility for Deaf and hard-of-hearing viewers.

These milestones matter because visibility can help athletes feel recognized, introduce new audiences to different forms of soccer, and show young people that there is a place for them in the sport.

For the broader community, a more inclusive sporting culture creates opportunities for people with different abilities and backgrounds to participate, compete, and connect.

4. More Ways for Communities to Experience Soccer

Volkswagen’s involvement also extends to events that bring soccer directly to local communities.

In 2026, the company presented U.S. Soccer on the Beach in Venice Beach, California. The event brought the Men’s and Women’s Beach Soccer National Teams together for a doubleheader in the United States.

It also marked the Women’s Beach Soccer National Team’s first home match on sand and the Men’s Beach Soccer National Team’s first home contest since 2014.

The event included a community clinic with LA SCORES, connecting local young people with Beach Soccer players and coaches.

This is an important example of how a national partnership can create opportunities beyond the competition itself. Community clinics and local events give young athletes the chance to learn directly from experienced players while introducing families to new ways to enjoy soccer.

As Volkswagen and U.S. Soccer expand their efforts, similar community-focused programming can help bring the excitement of the sport closer to more people.

Why the New U.S. Soccer National Training Center Matters

A major part of Volkswagen’s expanded commitment is its support for the new Arthur M. Blank U.S. Soccer National Training Center in Atlanta.

The facility will serve as the home of all 27 U.S. Soccer National Teams, creating a central location for athletes and other members of the soccer community to train, prepare, and develop. For National Team players, a dedicated training environment supports preparation and long-term development. For coaches and referees, a central hub can help strengthen professional development and the sharing of knowledge.

The facility also represents an investment in the infrastructure surrounding American soccer.

Building the sport’s future requires talented players, training environments, knowledgeable coaches, qualified referees, and systems that help athletes develop at different stages of their careers.

Volkswagen’s sponsorship adds private-sector support to this broader effort.

For the Atlanta community, the center also creates a new connection to the national soccer landscape. As the home of the National Teams, it offers a focal point for the sport’s continued development in the region.

The full local economic impact will depend on how the facility operates and the activities it attracts, but a major national sports facility can create opportunities for community engagement and related visitor activity.

How Volkswagen Is Helping Shape the Future of Soccer

Volkswagen’s renewed partnership reflects a long-term approach to connecting with people through shared interests and experiences.

Rather than focusing exclusively on the most prominent National Teams, the agreement continues to support all 27 U.S. Soccer National Teams, and places additional emphasis on accessibility, youth participation, and the development of the sport.

That approach is particularly relevant as the United States looks ahead to the next generation of international soccer competitions.

The 2027 Women’s World Cup offers an opportunity to build on growing interest in women’s soccer, while the new National Training Center provides a dedicated home for the National Teams’ ongoing development.

For Volkswagen, these activities bring the brand into experiences that matter to customers. For soccer fans, they add another way to engage with a brand that has supported the National Teams since 2019.

What Volkswagen’s Soccer Commitment Says About the Brand

More and more these days, drivers aren’t just looking at a vehicle, but the brand behind it. They want to support a brand whose priorities, products, and community involvement align with their lives.

Volkswagen’s continued investment in soccer demonstrates a commitment to supporting a sport that brings together families, friends, athletes, and fans from a wide range of backgrounds.

That involvement complements the brand’s presence in the United States, where Volkswagen vehicles are sold through more than 600 independent dealerships. Volkswagen also operates an assembly facility in Chattanooga, Tennessee, producing vehicles that include the Atlas and Atlas Cross Sport.

For drivers, the connection between Volkswagen and soccer offers another way to understand the brand’s role beyond the showroom.

Find Your Next Volkswagen at Your Local VW Dealership

Volkswagen’s expanded partnership with U.S. Soccer is about more than supporting National Teams. It is an investment in the facilities, visibility, and community connections that can help the sport grow.

Whether you’re driving the family to weekend soccer games, commuting to work, planning a road trip, or simply looking for a vehicle that fits your lifestyle, your local Volkswagen dealership can help you explore your options.

Let our team help you compare available models, explore features, review current inventory, and determine which vehicle best fits your everyday needs.

Visit Diehl Volkswagen of Wooster to explore the Volkswagen lineup, learn more about available vehicles, and find the right fit for your next adventure.

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