U.S. Soccer Stars Featured in VW’s “Welcome To Our Turf” Campaign

Volkswagen of America has officially launched its bold new digital campaign, “Welcome To Our Turf,” highlighting its expanded commitment to inclusive soccer, representation, and the growth of the game across all communities and playing surfaces. Featuring five standout U.S. Soccer Athlete Ambassadors, the initiative serves as a rallying cry for equity, access, and visibility in the beautiful game.

A Diverse Lineup of Soccer Stars Joins the Volkswagen Family

The “Welcome To Our Turf” campaign introduces five new Volkswagen U.S. Soccer Athlete Ambassadors, representing the wide-ranging talent and stories that make up the fabric of American soccer:

• Christian Pulisic, captain of the U.S. Men’s National Team and global superstar.
• Naomi Girma, U.S. Women’s National Team defender and 2023 U.S. Soccer Female Player of the Year.
• Raul Silva, central defender for the U.S. Men’s Deaf National Team.
• Emily Spreeman, high-impact scorer for the U.S. Women’s Deaf National Team.
• Sandro Canale, captain of the U.S. Beach Soccer National Team with over 100 caps.

Each ambassador brings a unique voice and background to the campaign, underscoring Volkswagen’s commitment to supporting soccer in all forms—from beaches and parks to turf fields and adaptive courts.

A Powerful Anthem Film with Landon Donovan and Ryan Connolly

At the heart of the campaign is a moving anthem film that features iconic U.S. soccer legend Landon Donovan alongside Ryan Connolly of the U.S. Power Soccer National Team. The film takes viewers on a journey through different playing environments, reinforcing that the love of the game transcends surface, skill level, or background.

“Soccer is a game for everyone,” said Rachael Zaluzec, SVP of Marketing and Customer Experience at Volkswagen of America. “We are proud to help ensure that every player has the opportunity to be seen and celebrated.”

Elevating Representation, Accessibility, and Community Impact

This campaign builds on Volkswagen’s long-standing partnership with U.S. Soccer, which began in 2019. Over the years, the brand has launched a range of impactful initiatives including:

• Youth soccer camps nationwide
• ASL jersey collaborations to celebrate Deaf athletes
• The CHAMP telepresence robot, which connects young fans with their heroes

The inclusion of athletes from Deaf and Beach Soccer teams reflects Volkswagen’s broader mission to promote representation and accessibility in every form of the sport.

As Naomi Girma put it: “Representation is powerful. I’m excited to work with Volkswagen to help create more opportunities for all players on all surfaces.”

Athlete Ambassadors: Leading the Charge for Change

Christian Pulisic emphasized the importance of recognizing soccer’s diversity:

“There is no right or wrong way to play this game. Together we’re encouraging players on grass, turf, sand, hard court, and beyond.”

Raul Silva and Emily Spreeman both continue to advocate for Deaf athlete visibility and resources, while Sandro Canale adds a beachside flair, inspiring a generation through his technical skills and passion for freestyle soccer.

Driving the Future of Soccer With Purpose

With “Welcome To Our Turf,” Volkswagen is rewriting the playbook on soccer sponsorship by choosing inclusion, inspiration, and innovation over convention. From global stars to grassroots heroes, the campaign proves that every player deserves a place in the spotlight.