Volkswagen’s Audi has entered into a multi-year partnership with Inter Miami Football Club, becoming the team’s official automotive partner.
Courtesy: Audi
Audi is stepping up its sports investments and becoming the official automotive partner of Inter Miami Football Club.
this VolkswagenEmilie Cotter, chief marketing officer for Audi of America, said Audi announced Thursday that it has entered into a multi-year partnership with South Florida Football Club as the company aims to appeal to its growing base of soccer fans.
“They have 5 million fans in the U.S. and growing, and they’re a real powerhouse of the show, so it was the perfect choice for us,” Cote said.
Starting Thursday, the partnership includes a fleet of cars in Inter Miami FC’s signature pink, as well as Audi test drive experiences, fan zone activations and stadium LEDs, among other in-game content, Cote said.
Terms of the collaboration were not disclosed.
Inter Miami FC president of business operations Xavier Asensi said various parts of the partnership are ongoing as opportunities arise. He said Inter Miami’s goal is a long-term relationship where the two companies can build together.
“The good thing about being a partner is that when an opportunity presents itself, you can seize it,” Asensi said.
Audi has been the official automotive partner of Major League Soccer since 2015, and Cote said the automaker hopes to continue building its soccer portfolio.
Audi has also been increasing its investment in sports more broadly, with plans to re-enter Formula One from the 2026 season.
Inter Miami CF’s Lionel Messi during the 2023 UEFA Cup semifinal match against Philadelphia Union at Subaru Park in Chester, Pennsylvania on August 15, 2023 ) celebrates after scoring a goal in the first half.
Tim Nwachukwu | Getty Images Sports | Getty Images
The Inter Miami partnership 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 taking place at stadiums across the United States, Canada and Mexico.
At Inter Miami in particular, the addition of superstar Lionel Messi last year has boosted ticket sales. Asensi said the high-profile signing marked the beginning of a “before and after Messi” period for the young club founded in 2018.
“Six months or a year ago, people would have said, ‘Yeah, maybe,’ but now I feel like everyone is a football fan,” Cote said. “What we’re seeing is a huge explosion of the sport in the United States, and I do think Inter Miami has a special place in that growth.”
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