The black 1964 Volkswagen Beetle driven up the narrow access ramp inside RFK Stadium and parked outside D.C. United’s mezzanine-level VIP lounge was immediate and unmistakable. The car, which currently stars in national advertisements, was a sign that the five-year partnership between the team and club announced Tuesday has ushered in a new era for Major League Soccer’s most storied franchise.
The deal will earn United in excess of $14 million, according to those familiar with the agreement, reflecting itself not only on United’s jersey, which now bears the automaker’s logo, but throughout the club and RFK Stadium.
A massive banner-sized jersey was stretched across RFK’s east stands, and construction was underway behind the north goal of the Volkswagen Garage, an interactive hospitality area and showroom that will debut Thursday along with United’s new uniform.
“The jersey sponsorship or partnership is very unique in sports,” said United president and CEO Kevin Payne, who decided a year and a half ago to begin the pursuit of a jersey sponsor. “Probably the only thing that’s comparable would be maybe a NASCAR team, where the company and the team become so identified with one another. It was important to us to have the right partner, and we think we got absolutely the right partner.”
The deal also includes a one-year sponsorship with MLS, but Volkswagen of America CEO Stefan Jacoby expected it to extend further.
“We are developing the core values of football,” said Jacoby. “The tradition of the club, that kind of proudness that the club has, when you see the jerseys and the uniforms. … These are values that are totally in line with our values as well.”
The agreement will not allow United, which has perennially operated at a loss, to turn a profit.
“It helps bridge the gap,” said United co-managing partner Victor MacFarlane. “Until we have a stadium, it’s just not going to happen.”
United head coach Tom Soehn, who speaks German, and midfielder Ben Olsen, said the jerseys looked beautiful.
“It shows that our sport is going in the right direction,” said Olsen. “To be a part of this for a long time, and to see no sponsors, the bare-bones stuff, and to see a legitimate, big-time company like VW come in and commit themselves to the league, and in particular our team, it’s just nice.”
