Volkswagen of America: Strategic initiative

VW of America expanded its US Soccer partnership through at least 2032, adding the national training center in Atlanta.

At a glance

Scope: VW of America expanded its US Soccer partnership through at least 2032, adding the national training center in Atlanta. The Drum adds that CMO Rachael Zaluzec is also doubling down on the NBC partnership and is only 'selectively on the creator hype train.'
Key dates: Reported: 2026-10-12
Services: Brand & creative, Content & video, Events & experiential

Why this could be interesting

A six-year sponsorship extension ahead of a US-hosted soccer boom creates long-tail activation, content and grassroots work.

Best suited for: Sports sponsorship/activation, content and experiential agencies

What happened

VW of America expanded its US Soccer partnership through at least 2032, adding the national training center in Atlanta. The Drum adds that CMO Rachael Zaluzec is also doubling down on the NBC partnership and is only 'selectively on the creator hype train.' A six-year sponsorship extension ahead of a US-hosted soccer boom creates long-tail activation, content and grassroots work.

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Summary by Agency Field Guide from public reporting. Nobody has asked for proposals; this is a reason to reach out, not an invitation to bid.