To prepare the warm-up of their “Drive Bigger” campaign that was launch on June 11, 2019, Volkswagen in January, announced their sponsorship and commitment to bolster soccer in America. by becoming the presenting sponsor of U.S. Soccer for the next four years – supporting the U.S. men’s, women’s and all youth national teams as they train and compete on the world stage.
Now, Volkswagen of America has named U.S. Women’s National Team star Alex Morgan as Brand Ambassador. The partnership which includes a video spot titled “Inspire”, encourages Morgan’s platform of inspiring soccer’s next generation of players while reinforcing Volkswagen’s commitment to its recently debuted “Drive Bigger” campaign.
INSPIRE #USWNT
This Video, “Inspire” is used to represent Morgan’s relationship to Volkswagen, highlighting how the athlete uses her platform to look out for the next generation of players and give back to the community.
Fresh off historic tournament wins, Morgan, a forward, led the U.S. Women’s National Team to its first victory of the tournament with a remarkable five-goal performance, further solidifying her iconic status in the sport.
“Alex Morgan is a strong, dedicated advocate for the sport of soccer, and has inspired millions over the past decade. Her efforts have proven when we pave the way for the next generation, we change their destination.” said Jim Zabel, Senior Vice President of Marketing, Volkswagen of America. “Alex is a perfect brand ambassador for Volkswagen and will help us communicate our ‘Drive Bigger’ brand positioning, on and off the pitch.”
MIA HAMM: one of the most important and influential female athletes of all time joins forces with Volkswagen
Mia Hamm, soccer superstar retired in 2004 as the leading goal scorer – male or female – in the world. She has played an integral role in popularizing the sport and changing the status of the women’s athletics back in the late-1990s. Her role in the record-setting 1999 Women’s World Cup paved the way for today’s powerhouse team.
The five-time U.S. Soccer Player of the year, two-time Olympic Gold Medalist and Soccer Hall of Famer was invited by Volkswagen of America to crash the girls’ practice, train with the squad and offer advice to the next generation of young female soccer players.
Volkswagen partnered with Palo Alto Soccer Club in Palo Alto, Calif. to have Mia Hamm drop in and surprised a girls’ soccer team during practice.
“We wanted the girls to have the best experience possible,” says the team’s main coach, David Madrigal.
The 18 star-struck players exploded in fits of laughter and screams of delight when the soccer legend crashed their team huddle. Among the crowd was eighth-grader Finley Craig. The 14-year-old fan says she was empowered by Hamm’s comments on self-determination, teamwork and goal setting. “She’s one of my role models and not just in soccer, but in life,” says Craig. “She told me ‘don’t let anyone tell you that boys are better than girls’ and to ‘follow my dreams without interruption.’”
Her mom, Jodie Craig, who was standing on the sidelines during the reveal, was also star-struck. “Mia was so kind and down to Earth. She’s a great inspiration for these young girls coming up as young women and as young women athletes,” Craig says.
Hamm bonded with the girls for several hours, running drills, snapping pictures and signing soccer balls for the group before they headed to a U.S. women’s soccer match against South Africa at Levi’s Stadium in Santa Clara, Calif. The team was even able to head down to the field and watch the national team perform warm-up exercises before the game started. “It was a surreal moment for all of us,” says Madrigal. “I think it sunk in for all of us then that this was a once-in-a-lifetime opportunity.”
Following all the hype Madrigal still says the magic of meeting Hamm still hasn’t worn off his players. “I see a fire, an energy, a boost of confidence, really, instilled in them that I haven’t seen before,” says Madrigal. “When somebody like Mia tells you can achieve it, you believe in it.”
These next four years Volkswagen will aid U.S. Soccer in its mission to become the preeminent sport in the United States through increased visibility, player and coach development, and promoting greater fan engagement across the country.
Volkswagen is defiantly making strides in this campaign. That is some news you can use. Stay connected with The Reed Factor for the latest in the automotive world.
