Audi, the 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 tap into the ever-growing soccer fan base in the United States. According to Emilie Cotter, the Chief Marketing Officer of Audi of America, the partnership with Inter Miami CF was a natural choice due to the club’s five million U.S. fans and its reputation as a performance powerhouse.
As part of the partnership, Audi will provide a fleet of vehicles wrapped in Inter Miami CF’s signature pink color. Additionally, fans can look forward to Audi test drive experiences, fan zone activations, and stadium LED and in-game content. While the specific terms of the partnership were not disclosed, Xavier Asensi, the president of business operations at Inter Miami CF, highlighted that the collaboration is ongoing and aims for a long-term relationship where both companies can grow together.
Audi has been the official automotive partner of Major League Soccer since 2015 and is looking to expand its soccer portfolio further. In addition to its partnership with Inter Miami CF, Audi has plans to reenter Formula 1 auto racing starting in the 2026 season. This move aligns with Audi’s overall strategy of increasing its sports investments, especially at a time when soccer is gaining immense popularity in North America.
The partnership with Inter Miami CF comes at a significant moment for soccer in North America, with major events like the Copa America 2024 Final and the 2026 FIFA World Cup scheduled to take place in the region. Inter Miami CF, in particular, has experienced a surge in interest, especially after signing superstar Lionel Messi to its roster last year. Asensi noted that Messi’s arrival marked a pivotal moment for the club, turning more people into soccer fans.
The influx of high-profile players like Lionel Messi, coupled with the excitement surrounding major soccer events in the United States, has led to a significant increase in the sport’s popularity. Cotter expressed that the U.S. is witnessing a massive surge in interest in soccer, with more people embracing the sport than ever before. This trend bodes well for Audi’s partnership with Inter Miami CF and its overall sports investments strategy.
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