Volkswagen, D.C. United announce partnership
By Gregg MacDonald
D.C. United and Herndon-based Volkswagen of America Inc. announced a highly anticipated five-year partnership agreement last week that will see the two brands join forces in a landmark deal that includes a prominent Volkswagen logo on the jerseys of the professional soccer team.Volkswagen will also be prominently featured through a variety of other club and in-stadium marketing components.
"As with all of our important decisions, we took a very strategic approach to engaging the market of potential jersey sponsors," said D.C. United President and CEO Kevin Payne. "We wanted to be sure we found the right partner, and on the right terms.
"We're thrilled to have this relationship now with Volkswagen, which is ideal from our point of view -- a multinational company with a strong brand, a cultural understanding of our game, a commitment to our community and a reputation for thinking a bit out of the box. For us, VW is a perfect partner."
In addition to the traditional advertising and promotional benefits often found in sponsorship agreements, Volkswagen will provide additional fan initiatives, such as the Volkswagen Garage, a new interactive area behind the north goal at RFK Stadium.
"Since Volkswagen is new to the greater Washington, D.C., area, we wanted to find opportunities to support the local community, and D.C. United was an obvious choice," said Stefan Jacoby, president and CEO of Volkswagen Group of America.
Volkswagen's jersey sponsorship makes the company the first group to adorn the front of D.C. United's shirt in club history. Traditionally, the space is reserved for the team's crest, which has now been transplanted to the upper left corner of the jersey.