One may be a sport played around the world, and the other an iconic, globally recognized automaker, but soccer and Volkswagen share many values that resonate deeply with each other, said Volkswagen Canada President Edgar Estrada.
“At our core, we are driven by performance, innovation and connecting with people through shared passions — values that mirror the spirit of soccer,” Estrada said. “A successful soccer team thrives on precision, teamwork and a relentless pursuit of excellence.”
It’s this alignment that led Volkswagen Canada to join Canada Soccer’s official roster on March 17 as its Exclusive Automotive Sponsor, marking a bold step forward in the company’s commitment to supporting the sport on and off the pitch. The partnership, Estrada said, is a natural next step for the company, which has sponsored the Canadian Premier League since 2019.
“At Volkswagen Canada, we’ve long recognized the incredible potential and unifying power of soccer in this country. That’s why we’ve actively supported the sport for years,” he said. “This collaboration allows us to deepen our connection with Canadians, foster meaningful relationships and help drive the growth of soccer at every level across the country.
“This partnership reflects our passion for the sport and our dedication to fostering connections. As a brand committed to inclusivity and accessibility, we see this alignment as a perfect fit,” Estrada said.
As Canada Soccer’s Exclusive Automotive Sponsor, Volkswagen Canada will support both the Men’s and Women’s National Teams while also contributing to soccer development at all levels. This includes grassroots initiatives and community-focused efforts designed to make the sport more accessible and inclusive.
Fans can look forward to additional activations and engaging experiences – and expect to see an ID. Buzz on a soccer field more than once.
ContributedEstrada notes that fans can also look forward to exciting activations, that celebrate the game. This, he said, might even include soccer fans spotting one of the automakers ID. Buzz vehicles — its iconic electric microbus that was named the 2025 North American Utility Vehicle of the Year and boasts the speed and agility of a striker — on the sidelines.
“We’re thrilled about the possibilities this partnership brings and the positive impact it will have on Canadian soccer,” Estrada said. “Soccer is one of the most accessible sports in the world and its ability to unite people is unparalleled.
“In Canada, we see this coast to coast to coast — from cheering on our national teams to participating in community leagues or enjoying a friendly game in the park. Soccer provides a common ground for Canadians to connect, celebrate and build relationships.
Volkswagen Canada has a long-standing commitment to supporting soccer at every level in the country. Through programs like Volkswagen FC: Game Changers, the company has contributed to grassroots initiatives that recognize and empower local champions who make a tangible difference in their communities. Since Volkswagen FC: Game Changers program was launched in 2022, it has donated more than $70,000 to champions of the game.
“This new partnership with Canada Soccer amplifies our existing efforts and enables us to reach even more Canadians. From youth development programs to supporting the tireless network of parents, coaches, staff and volunteers, we’re dedicated to fostering growth and accessibility throughout the entire soccer ecosystem.”
At a global level, he said Volkswagen leverages the universal language of sport, particularly soccer, to connect with audiences. Its commitment, he added, transcends elite competition, embracing inclusivity and shared values like performance, passion and inspiration. This includes sponsoring leagues and competitions in countries around the globe.
“We’re incredibly excited about this partnership with Canada Soccer and the positive impact it will have on the sport and communities across the country,” Estrada said. “This is a long-term commitment that aligns perfectly with Volkswagen Canada’s values of connection, inclusivity and innovation. Soccer is the people’s sport and Volkswagen is the people’s car – it’s a perfect match!”
To learn more about Volkswagen Canada’s new partnership with Canada Soccer, and the company’s commitment to fostering the values associated with the sport across Canada, visit .
