Volkswagen-owned Audi has signed a multi-year partnership agreement with Inter Miami CF as the team's official automotive partner.
Courtesy: Audi
Audi increases its sporting investments and becomes the official premium automotive partner of Inter Miami CF.
He VolkswagenThe Audi-owned company announced Thursday that it has reached a multi-year partnership with the South Florida soccer club as Audi looks to reach a growing soccer fan base, according to Audi of America chief marketing officer Emilie Cotter.
“They have five million fans in the US and growing, and they're a real powerhouse when it comes to performance, so it was a perfect choice for us,” Cotter said.
Beginning Thursday, the partnership includes a fleet of vehicles, wrapped in Inter Miami CF’s signature pink, as well as Audi test-drive experiences, fan zone and LED activations at the stadium and other in-game content, according to Cotter.
The terms of the partnership were not disclosed.
Xavier Asensi, president of business operations for Inter Miami CF, said elements of the partnership are being developed as opportunities arise. He said Inter Miami CF aims for a long-term partnership where the two companies can develop together.
“The good thing about being a partner is that when the opportunity arises, you can take advantage of 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 develop its soccer portfolio.
Audi has also been increasing its sporting investments more broadly, with plans to return to Formula 1 car racing from the 2026 season.
Lionel Messi #10 of Inter Miami controls the ball during the first half of the 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 an important time for North American soccer, with the 2024 Copa America final taking place in Miami on Sunday and the 2026 FIFA World Cup scheduled for stadiums in the United States, Canada and Mexico.
Inter Miami CF, in particular, has received a boost from superstar Lionel Messi, who joined the squad last year, which has boosted ticket sales. Asensi said the high-profile signing marks a “before and after Messi” period for the young club, 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. “What we're seeing is a huge explosion of the sport in the U.S. and I think Inter Miami has a special place in that growth.”
