Volkswagen Bets on Partnerships, Not Ad Blitzes, to Win American Hearts
Volkswagen of America has extended its U.S. Soccer presenting partnership through 2032 and is leaning into NBC's centennial and talent-led content — a deliberate bet that durable emotional partnerships beat one-off advertising blitzes in a price-sensitive car market.
A longer, bigger commitment to U.S. Soccer
Volkswagen has extended its presenting partnership with U.S. Soccer through 2032 with a larger marketing investment, deepening a relationship that began in 2019. The deal spans all 27 U.S. Soccer national teams and adds sponsorship of the federation's new flagship training centre in Atlanta, with added programming aimed at youth access to the game.
The brand is putting faces to it, too: Women's National Team coach Emma Hayes and centre-back Naomi Girma act as ambassadors, and VW backs the Deaf, Powerchair and Beach Soccer teams. With the Women's World Cup in Brazil next year and the 2028 Los Angeles Olympics on the horizon, the automaker is buying a runway, not a billboard.
Leaning into NBC — and stepping back from the Super Bowl
Beyond football, Volkswagen is working with NBCUniversal on celebrations of NBC's centennial, featuring Tina Fey and Rachel Dratch, with activity running through a December tentpole and the Macy's Thanksgiving Day Parade. Last year it sponsored the 'Saturday Night Live' 50th anniversary, slipping its ID. Buzz into a reworked classic sketch.
Tellingly, CMO Rachael Zaluzec says she has no Super Bowl plans for next year unless she has a message strong enough to justify the cost — even after this year's spot revived the 'Drivers Wanted' line. For a brand with the 2027 Atlas launching in Q4, that is a pointed signal about where confidence in big-moment advertising now sits.
What this means for your marketing
Zaluzec frames partnerships as a way to build emotional connection and credibility, calling VW 'an emotional brand' and an intentional purchase. She still rates linear TV for mental availability, while social and talent-led content supply authenticity — a blend, not a bet on one channel.
The transferable lesson for smaller marketers is the shift from campaign thinking to relationship thinking. A multi-year tie to something your customers already love — a league, a cause, a local institution — compounds trust in a way a single flight of ads cannot. As Zaluzec puts it, 'planting those seeds and making those emotional connections now' pays off later.
Our take: in a jittery, price-sensitive market shaped by tariffs and economic caution, VW is treating brand-building as an annuity. That patience is exactly what most short-termist marketing plans lack.
Quick FAQ
How long is Volkswagen's U.S. Soccer partnership now?
VW extended its presenting partnership with U.S. Soccer through 2032, with a larger investment covering all 27 national teams and a new training centre in Atlanta.
Is Volkswagen running a Super Bowl ad next year?
CMO Rachael Zaluzec says there are no plans unless VW has a message strong enough to justify the cost, despite reviving the 'Drivers Wanted' campaign this year.
Why is VW prioritising partnerships over big ad campaigns?
It sees multi-year partnerships as a way to build emotional connection and credibility that compounds over time, versus the short-lived reach of a one-off spot.
What I like about VW's thinking is the time horizon. Anyone can buy a Super Bowl slot; far fewer brands have the discipline to commit to a league for a decade and let the trust compound. Partnerships are an annuity — small businesses can run the same playbook with a local team, charity or event. — Daniel Nikolla, Founder of Merx Marketing
Takeaway: brand-building is an annuity, not a lottery ticket. A multi-year partnership your customers already love out-compounds any single campaign.
Is your brand investing in relationships that compound, or still chasing the next big one-off campaign?
If you would like to know more about this topic, please contact us on danieln@merxmarketing.co.uk
Sources: Marketing Dive and U.S. Soccer.
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Written by Daniel Nikolla, Founder of Merx Marketing Ltd and Marketing Minute
