Volkswagen-owned Audi has signed a multi-year partnership with Inter Miami CF as the team’s Official Automotive Partner.
Courtesy of Audi
Audi strengthens its investment in sport by becoming the Official Premium Automotive Partner of Inter Miami CF.
of VolkswagenAudi of America Chief Marketing Officer Emily Cotter said Audi is looking to expand its soccer fan base, and the company, which it owns, announced a multiyear partnership with a South Florida soccer club on Thursday.
“They have five million fans in the United States and growing, and they’re such a performance powerhouse, so it was a perfect match for us,” Cotter said.
Cotter said the partnership will include a fleet of vehicles wrapped in Inter Miami CF’s iconic pink color starting Thursday, as well as Audi test-drive experiences, fan zone activations, stadium LEDs and other in-game content.
Terms of the partnership have not been disclosed.
Xavier Asensi, president of business operations at Inter Miami CF, said elements of the partnership will continue if the opportunity arises. He said Inter Miami CF is looking to build a long-term partnership together.
“The good thing about being a partner is that when an opportunity arises, we can seize it,” Asensi said.
Audi has been the official automotive partner of Major League Soccer since 2015, and Cotter said the automaker looks forward to continuing to build out its soccer portfolio.
Audi is also increasing its investment in sports more broadly, with plans to re-enter Formula One motor racing in the 2026 season.
Inter Miami’s Lionel Messi (number 10) controls the ball during the first half of a game against St. Louis City at Chase Stadium on June 1, 2024 in Fort Lauderdale, Florida.
Megan Briggs | Getty Images
The partnership with Inter Miami CF comes at a crucial time for North American soccer, with the Copa America 2024 Final set to take place in Miami on Sunday and the 2026 FIFA World Cup scheduled to be played in stadiums across the United States, Canada and Mexico.
Inter Miami CF in particular has seen ticket sales soar thanks to the performance of superstar Lionel Messi, who joined the team last year, and Asensi said the high-profile signing represents a “pre-Messi and post-Messi” era for the young club, which was founded in 2018.
“Six months or a year ago, people were like, ‘Yeah, maybe,’ but now I feel like everyone is a soccer fan,” Cotter said. “We’re seeing soccer explode in the U.S., and I think Inter Miami has a special place in that growth.”
