COMMUNITY IMPACT
Audi partnered with MLS to solved a problem. Talented underprivileged youth can’t get into the MLS track so a fund was created for every GOAL scored to build transportation, access and support programs to bring individuals into the MLS Academy Training program.
AUDI + MLS SPONSORSHIP
Building a brand that is able to identify cultural trends early and align with actions relevant to the target consumer is unique and exactly what happened when we pulled the trigger on the Audi + MLS partnership as they secured their first US broadcast rights. It was a moment in time that we then saw increase 10% YoY in ratings growth and fan participation while we created fan enhanced programs around the MLS All-Star Game with rivalry vehicles, Naming Rights to Audi Field in Washington D.C., 13 local official automotive partnerships and created the first soccer statistics bring our technology prowess to the game with the Audi Player Index.
Audi entered a new era of data-based performance analysis in soccer with the Audi Player Index. The performance index condenses a wide range of individual actions by a player into a single score. As a result, the Audi-developed analytical model allows performance to be evaluated, with players then ranked accordingly, almost in real time.
To answer the MLS challenge of growing the sport of soccer in America, we created an every goal scored contribution towards the MLS youth academy program to support transportation, education and training development for underprivileged players finding a path into the major league.
