Audi, the Volkswagen-owned company, has recently announced a multiyear partnership with Inter Miami CF, a South Florida soccer club. As part of the partnership, Audi will become the team’s official premium automotive partner. This move comes as Audi aims to tap into the growing soccer fan base in the United States, with Inter Miami CF boasting over five million fans.
Emilie Cotter, Chief Marketing Officer of Audi of America, expressed that the partnership with Inter Miami CF was a perfect fit for the company due to the team’s strong performance and popularity among fans. The collaboration will involve a fleet of Audi vehicles wrapped in Inter Miami CF’s signature pink color, as well as Audi test drive experiences, fan zone activations, and stadium LED and in-game content.
While the specific terms of the partnership have not been disclosed, Xavier Asensi, President of Business Operations at Inter Miami CF, emphasized that the collaboration is intended to be long-term and flexible, allowing both companies to capitalize on opportunities as they arise. Asensi highlighted the advantage of being a partner, which enables them to seize opportunities whenever they emerge.
This partnership with Inter Miami CF is not Audi’s first foray into soccer. The company has been the official automotive partner of Major League Soccer since 2015 and aims to continue expanding its soccer portfolio. Moreover, Audi has been increasing its sports investments more broadly and plans to reenter Formula 1 auto racing in the 2026 season.
The timing of the partnership is significant for North American soccer, with the Copa America 2024 Final set to take place in Miami and the 2026 FIFA World Cup scheduled to be hosted by stadiums across the U.S., Canada, and Mexico. Inter Miami CF has experienced a surge in popularity, thanks in part to the addition of superstar Lionel Messi to its roster last year. This high-profile signing has had a transformative impact on the club, driving ticket sales and garnering widespread attention.
Cotter acknowledged the tremendous growth of soccer in the U.S. and believes that Inter Miami CF plays a special role in this expansion. She noted that just a few years ago, people may have been indifferent towards soccer, but now there is a massive explosion of interest in the sport. Inter Miami CF, with its association with Messi and its passionate fan base, is at the forefront of this growth.
In conclusion, Audi’s partnership with Inter Miami CF demonstrates the company’s commitment to investing in sports and leveraging the popularity of soccer in the United States. With their fleet of vehicles and various activations, Audi aims to engage with soccer fans and build a long-term collaboration with Inter Miami CF. This partnership comes at a crucial time for North American soccer, with major events like the Copa America and the upcoming World Cup on the horizon. By aligning with a high-profile team like Inter Miami CF, Audi is positioning itself to capitalize on the growing enthusiasm for soccer in the U.S.
