Volkswagen Decides Against Renewing D.C. United Sponsorship

German car manufacturer Volkswagen will not continue as shirt sponsors of Major League Soccer’s D.C. United.

Volkswagen declined to exercise an option to remain as the MLS club’s primary sponsor, a multimillion-dollar deal in place for six years. The iconic VW logo featured prominently on United’s shirts and across various levels of team branding since 2008.

“Volkswagen has realigned its strategic sports marketing objectives and moved out of team level sponsorships,” Scott Vazin, vice president of brand communications, told the Insider. “Volkswagen continues to work closely with D.C. United to explore alternative levels of involvement with the team.”

United officials say the sides will likely maintain a business relationship on a smaller scale next season, with Volkswagen continuing to serve as the club’s automobile sponsor. The German company’s U.S. headquarters are located in Fairfax County, Virginia.

Meantime, United is “getting close” to reaching a deal with a new primary sponsor, said Mike Schoenbrun, vice president for business development and partnerships. He said the club is engaged in talks with six companies, all based in the United States but with global operations. He declined to name the candidates.

In 2008, United signed a five-year contract with Volkswagen valued at $14 million, which, at the time, was the second-most lucrative in MLS behind the Los Angeles Galaxy’s pact with Herbalife.

The sides extended the deal for 2013 under undisclosed terms, with VW holding an option for 2014.