Audi, a Volkswagen-owned company, has recently announced a multiyear partnership with Inter Miami CF, becoming the official premium automotive partner of the South Florida soccer club. This move is part of Audi’s strategy to engage with a rapidly expanding soccer fan base in the United States. Emilie Cotter, Chief Marketing Officer of Audi of America, emphasized the alignment between the two brands, citing Inter Miami CF’s five million U.S. fans and reputation as a performance powerhouse as key factors in the decision to partner with the club.
As part of the partnership, Audi will provide a fleet of vehicles wrapped in Inter Miami CF’s signature pink color, along with offering test drive experiences, fan zone activations, and stadium LED and in-game content. While specific terms of the partnership were not disclosed, Xavier Asensi, Inter Miami CF’s president of business operations, highlighted the ongoing nature of the collaboration and expressed a desire for a long-term relationship focused on mutual growth and opportunity.
Audi has been the official automotive partner of Major League Soccer since 2015, and the company is looking to further strengthen its presence in the soccer industry. In addition to its soccer partnerships, Audi is also diversifying its sports investments, with plans to reenter Formula 1 auto racing in 2026. The partnership with Inter Miami CF comes at a significant time for North American soccer, with major events like the Copa America 2024 Final and the 2026 FIFA World Cup on the horizon.
Inter Miami CF has experienced a surge in popularity following the addition of superstar Lionel Messi to its roster last year. Asensi noted that Messi’s arrival marked a turning point for the club, leading to increased ticket sales and heightened interest in soccer among fans in the U.S. Cotter echoed these sentiments, describing a noticeable uptick in soccer fandom and engagement in the country. The partnership with Inter Miami CF reflects Audi’s commitment to supporting the sport’s growth and fostering connections with fans on a deeper level.