Volkswagen Becomes First-Ever US Soccer Training Kit / Main Sponsor
Feb 5, 2019, by Chris
The United States Soccer Federation (US Soccer) recently announced a ‘landmark’ partnership with Volkswagen of America. The new Volkswagen US Soccer deal is worth a reported eight figures annually, i.e. more than 10 million USD / year.
US Soccer Federation Signs 4-Year Volkswagen Presenting Sponsor Deal
The new US Soccer Volkswagen deal runs until 2022. The German carmakerbecomes the governing body’s first ever presenting partner, which means that the VW logo will feature on the training jerseys of all US Soccer teams.
The Volkswagen sponsorship agreement is US Soccer’s second-largest deal, only behind its longstanding apparel partnership with sportswear giant Nike.
The contract also designates Volkswagen as the presenting partner of the Tournament of Nations, a round-robin international women’s competition that takes place in the US in year without a FIFA Women’s World Cup or Olympic Games.
“Volkswagen will be one of the most active and visible partners US Soccer has ever had, providing us with additional resources for more programs that can impact and help develop the sport, while also allowing us to reach more fans of the game across the country,” said US Soccer chief executive and secretary general Dan Flynn. “We look forward to the next four years together as we drive towards our mission of becoming the preeminent sport in the United States.”
“Our program is about helping to grow this great sport in the US,” added Scott Keogh, president and chief executive at Volkswagen Group of America. “The first step is making it easier for women to stay with the sport and pass on their wisdom and passion and love to the next generation of players. Soccer is the people’s sport and Volkswagen is the people’s car.”
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Having served as an official partner during the previous campaign, the brand will now see its logo prominently displayed on the chest of the first team's warm-up and training kits.
While this development increases the sponsor's visibility within the club environment, fans and local media note that the highly anticipated announcement of Rot-Weiss Essen's new main match kit sponsor is still expected to take place later this month.
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The Jako Berliner FC Dynamo 2026-27 special pre-season jersey introduces a distinct design tailored for the team's summer exhibition games. As a dedicated pre-season release, it provides the club with an alternate aesthetic on the pitch before their standard home and away kits are officially introduced.
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Specific complaints have been directed at several major teams across the league. Bayer Leverkusen's new kit has been heavily criticized and described by some as a black and red monstrosity. Schalke also drew mixed reactions; although some fans appreciated the general aesthetic, others were quick to point out the non-white Adidas stripes and compared the overall pattern to a copy of Croatia's national team shirts.
Despite the overwhelming criticism, not every release has been universally panned, as Borussia Monchengladbach's new shirt managed to earn a relatively positive reception from some supporters. With several clubs, including Freiburg, still yet to officially present their 2026-27 kits, fans are left hoping for better designs to salvage what has been a largely disappointing release cycle so far.
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Nakamura has been modifying his socks in this manner for over three years to reduce pressure on his calves and minimize the risk of cramping. Following the 1-1 draw, the 24-year-old expressed his confusion over the sudden enforcement, stating that being forced to switch to standard, uncut socks mid-game made it difficult for him to play comfortably. The timing of the referee's decision also drew criticism from JFA president Tsuneyasu Miyamoto, who questioned why the issue was not resolved before kickoff.
The incident quickly sparked debate online regarding the strict enforcement of equipment rules and its potential impact on player performance and safety. Despite the disruption, Japan secured second place in Group F and will advance to face Brazil in the Round of 32 of the tournament.
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The full launch of the Burton Albion 2026-27 home kit is scheduled for early July.
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The Puma Crewe Alexandra 26-27 away shirt introduces a modern design. It features a sleek black base color combined with vibrant neon pink accents on the shoulder panels, side seams, collar, and sleeve cuffs. The traditional club crest has been reimagined in a pink and white gradient execution.
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