Volkswagen of America is driving soccer forward—literally and culturally.
In a bold step to promote greater inclusion and visibility across all levels of the sport, the automaker has launched a new campaign titled “Welcome To Our Turf.” This initiative is far more than an ad play—it’s a movement designed to showcase the diverse faces, formats, and fields of soccer in the United States.
A New Starting XI of Representation
At the center of the campaign are five athlete-ambassadors who each reflect the game’s many dimensions:
- Christian Pulisic, U.S. Men’s National Team captain, brings star power and leadership.
- Naomi Girma, U.S. Women’s National Team defender and 2023 U.S. Soccer Female Player of the Year, brings powerful advocacy for mental health and racial representation.
- Raul Silva, standout for the U.S. Men’s Deaf National Team, promotes accessibility and inclusion for athletes with hearing impairments.
- Emily Spreeman, a prolific scorer for the U.S. Women’s Deaf National Team, spotlights opportunities for Deaf female athletes.
- Sandro Canale, captain of the U.S. Beach Soccer National Team, adds flair and freestyle creativity—proving that soccer lives beyond stadiums.
The campaign’s film features appearances by icons like Landon Donovan and Ryan Connolly, weaving together scenes from elite arenas, public parks, beach courts, and hard surfaces to make a central point: soccer belongs to everyone, everywhere.
“Soccer is a game for everyone,” said Rachael Zaluzec, SVP of Marketing and Customer Experience at Volkswagen. “We’re committed to ensuring every player is recognized and celebrated—no matter their background or style.”
Volkswagen’s Long Game in Soccer
Since 2019, Volkswagen has been a committed partner of U.S. Soccer. But this campaign marks a strategic evolution. Beyond promoting the national teams, the brand has invested in adaptive youth camps, jersey collaborations featuring American Sign Language, and community outreach that redefines access to the sport.
With over 600 dealerships across the U.S. and production rooted in Chattanooga, Tennessee, Volkswagen is making soccer part of its identity—not just as a sponsor, but as a stakeholder.
Turning Sponsorship into Social Architecture
Volkswagen’s “Welcome To Our Turf” is a blueprint for sponsorship reimagined as social infrastructure.
Most brands in sport aim for visibility. Few aim for meaningful community integration across underrepresented formats like Deaf sports, beach soccer, or hard-court pickup play. Volkswagen’s campaign does three things exceptionally well:
- Democratizes the game – From Pulisic to Spreeman, it shows soccer as multidimensional and borderless.
- Aligns brand purpose with social impact – Inclusion, accessibility, and representation aren’t taglines—they’re the product.
- Builds equity beyond broadcast – By showing up in overlooked spaces (beach, turf, Deaf leagues), it gains loyalty in under-served fan bases.
At 365247 Consultancy, we work with clubs, brands, and rights holders to build next-gen sports strategies rooted in purpose, participation, and cultural equity.
If you’re ready to transform your sponsorship strategy into community resonance—we’re here to architect the playbook.
Let’s build the future of sports, together. Book your introductory call here.
