Multi-platform, season-long content series highlights MLS player’s positive impact in communities
Series will debut across _The Players’ Tribune channels_ Wednesday, May 10 at 11 a.m. ET
Philadelphia Union Captain, Alejandro Bedoya, will be the first player spotlighted
NEW YORK, N.Y. (May 10, 2023) – Audi of America, Major League Soccer and The Players’ Tribune today unveiled plans for their _Celebrating Impact_ content series, which will shine a spotlight on MLS players demonstrating excellence in driving progress in their communities. The first installment of the season-long, multi-platform series debuts on The Players’ Tribune at 11 a.m. ET on Wednesday, May 10, featuring Alejandro Bedoya, Philadelphia Union captain.
In honor of the player’s incredible work driving progress off the field, Audi will be making a $20,000 contribution to the 501c3 organization of the player’s choosing through the Audi Goals Drive Progress fund. Throughout the season, MLS players will be chosen based on their dedication to charitable efforts and social impact work.
Bedoya has a long and powerful career of activism, which includes his notable actions following the tragic events at Robb Elementary in Uvalde, Texas in 2022. Prior to the Union’s match against New England, Bedoya led his team in a demonstration by wearing orange “End Gun Violence” t-shirts for warmups. After the game, Bedoya said, “The easiest way to put it is, some things are bigger than sports.”
“It is an honor to be featured in the Celebrating Impact content series and to be recognized as a force behind positive progress in my community,” said Bedoya. “Leveraging my platform as a voice for positive social change is extremely important to me. This is an important opportunity to continue to shine a light on gun safety and the issues surrounding it.”
As a member of Everytown for Gun Safety, a nonprofit organization advocating for gun control and against gun violence in America, Bedoya was invited to the White House to celebrate the passage of the Bipartisan Safer Communities Act. Bedoya continues to advocate for gun safety by participating in PSAs and speaking engagements.
In recognition of his charitable efforts, Audi will contribute $20,000 through the Audi Goals Drive Progress fund to the nonprofit organization Bedoya selected: The Philadelphia Equity Alliance. In partnership with the Philadelphia Foundation, the Philadelphia Equity Alliance works to reduce poverty and promote inclusive and resilient economic growth by advancing collaborative solutions around educational equity, community safety, and growing Black and Brown jobs and businesses.
“We are grateful for Alejandro Bedoya’s impactful leadership both on and off the field,” said Michael Forman, co-chair of the Philadelphia Equity Alliance. “This generous contribution will help advance the Alliance’s goal of making Philadelphia the most equitable big city in America.”
Audi’s immense commitment to community projects will also be highlighted as part of the end of year player recognitions with the new Audi Goals Drive Progress Impact Award presented by MLS WORKS (formerly MLS WORKS Humanitarian of the Year). A selection committee – comprised of current players, technical staff, front office staff and media members – will consider current MLS players whose dedication to charitable efforts and social impact work creates sustainable communities, fosters equity and inclusion, and enriches the lives of those in need across the U.S. and Canada. During MLS Cup presented by Audi, the League and Audi will present the winner of the Audi Goals Drive Progress Impact Award with a $100,000 contribution to the player’s select nonprofit organization.
As a longstanding partner, Audi has made an immeasurable impact on the lives and playing careers of young soccer players as the force behind the Audi “Goals Drive Progress” program. Launched in 2019, the Audi Goals Drive Progress initiative provides funding to further enhance the experience of young players on and off the field at MLS academies, which play an essential role in developing talented players in the U.S. and Canada. With a new program development starting in 2023, the Audi Goals Drive Progress initiative has evolved to not only support player development on the pitch but also bring an impact off the pitch by financially supporting and spotlighting MLS players’ community initiatives.
“Audi is proud to recognize the positive community engagement of MLS players across the league through the continued growth of the Audi Goals Drive Progress initiative,” said Jessica Thor, director of brand strategy, Audi of America. “Through our partnership with MLS and collaboration with The Players’ Tribune, we can generate greater access to the sport of soccer in the U.S. as well as embrace leaders across the league who are fostering equity and inclusion and creating sustainable local communities.”
Audi has been a champion of MLS during a period of tremendous momentum behind the sport of soccer in North America, as Major League Soccer enters its 28th season this month and we approach the 2026 World Cup hosted by the U.S., Canada, and Mexico. The Audi Goals Drive Progress initiative has funded $4 million to support MLS academies – making an immeasurable impact on the lives and playing careers of young soccer players.
“Audi has been a champion of Major League Soccer throughout a tremendous time of growth for our League,” said Sana Shuaib, Senior Vice President, Partnership Marketing and Partners Solutions & Insights, MLS. “A progressive and dedicated partner, Audi is making an immeasurable impact on the lives and careers of young soccer players and on communities across the country. We are thrilled to work with Audi and The Players’ Tribune to showcase MLS players who inspire us by their brilliance on the field and their incredible commitment off the field.”
Working directly with each athlete to spotlight causes that are important to them, content will be unveiled through written, video and social across The Players’ Tribune’s channels, amplifying the power of each athletes’ voice and raising awareness for charities close to their heart.
“Purpose-driven athlete storytelling is a fundamental part of our brand DNA, and we know first-hand how athletes can be catalysts for change,” said Andres Cardenas, Chief Marketing Officer at Minute Media, parent company of The Players’ Tribune. “Bringing this series to life with the MLS and Audi has been incredible and we are excited to offer fans an off-the-field look at how these athletes are inspiring the communities around them.”
For more information on Celebrating Impact, visit theplayerstribune.com and MLSsoccer.com. Join the conversation and excitement surrounding each episode by following @Audi, @MLS, @MLSWORKS, and @ThePlayersTribune on social media.
ABOUT MAJOR LEAGUE SOCCER
Headquartered in New York City, Major League Soccer — celebrating its 28th season in 2023 — features 29 clubs throughout the United States and Canada, including 2023 expansion team St. Louis CITY SC. All MLS, Leagues Cup,and select MLS NEXT Pro and MLS NEXT matches can be watched through MLS Season Pass, available on the Apple TV app on Apple devices, smart TVs, streaming devices, set-top boxes, and game consoles, and the web at tv.apple.com. MLS Season Pass will feature the most expansive and accessible lineup of programming ever for MLS fans. For more information about MLS, visit mlssoccer.com. For more information about the Apple TV app, visit apple.com/apple-tv-app.
ABOUT AUDI OF AMERICAAt Audi of America, we believe the future is electric. By 2025, our U.S. model lineup will be at least 30 percent electrified, including fully electric and plug-in hybrid vehicles. Globally, we are committed to net CO2 neutrality by 2050. In 2022, Audi sold 186,875 vehicles in the U.S., sold more fully electric models than ever before, and achieved a record-breaking year in after sales. Learn more about who we are and how we're working to create a more sustainable, innovative, and inclusive future at audiusa.com or media.audiusa.com.
ABOUT THE PLAYERS’ TRIBUNE
The Players’ Tribune is an online sports media platform that developed the blueprint for athlete-driven storytelling. Developed by athletes for athletes, The Players’ Tribune brings together the athlete voice with the power of trusted and authentic narratives. By giving athletes premium tools and resources to create truly personal content and tell their stories, The Players’ Tribune is reimagining the world of sports and culture globally, through the player’s point of view. Co-Founded by Derek Jeter in 2014, and acquired by Minute Media in 2019, The Players’ Tribune provides creative partnership and a curated experience built on trust and representing the athlete point of view above all else. For more information visit www.theplayerstribune.com, or interact with the team on Instagram, Facebook and Twitter.
Media Contacts:
For Major League Soccer
Angela Alfano
For Audi
Amanda Koons
For The Players’ Tribune
Paige Graham
