Looking to make a deeper connection with its target audience, Volkswagen of America retooled its sponsorship strategy and focused on three national marketing platforms: cycling, running and soccer. The automaker was drawn to these three platforms due to their participatory nature and the large number of customers and prospects involved in the sports.

More importantly, these sponsorships gave them the opportunity to promote a full line of vehicles where people are spending their personal time and pursing their passions. Each event had branding opportunities, interactive exhibits, and areas for customers to touch, sit and some even had test drive opportunities the vehicles.