Audi, a Volkswagen-owned company, has announced a significant sports investment by becoming the official premium automotive partner of Inter Miami CF. This partnership marks Audi’s aim to tap into the growing soccer fan base in the United States. Emilie Cotter, the Chief Marketing Officer of Audi of America, highlighted the strategic fit between the two companies, as Inter Miami CF boasts five million U.S. fans and is recognized as a performance powerhouse.
The multiyear partnership includes various elements such as a fleet of Audi vehicles wrapped in Inter Miami CF’s signature pink color, 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, emphasized the ongoing nature of the collaboration, with a focus on building together in the long term. By seizing opportunities as they arise, both Audi and Inter Miami CF aim to strengthen their relationship.
Audi has been the official automotive partner of Major League Soccer since 2015 and is committed to expanding its presence in the soccer world. In addition to its partnership with Inter Miami CF, Audi has announced plans to reenter Formula 1 auto racing in the 2026 season. This sports investment aligns with Audi’s strategy to diversify its portfolio and engage with a wider audience of sports enthusiasts.
The partnership between Audi and Inter Miami CF comes at a crucial time for soccer in North America, with the Copa America 2024 Final and the upcoming 2026 FIFA World Cup scheduled to take place in the region. The presence of global superstars like Lionel Messi has contributed to the rise of interest in soccer, particularly in the U.S. Asensi noted that Messi’s signing with Inter Miami CF has transformed the club and accelerated the growth of the sport in the country.
Audi’s partnership with Inter Miami CF exemplifies the brand’s commitment to sports marketing and its strategy to engage with soccer fans in the U.S. and beyond. By aligning with a high-profile soccer club and participating in major sporting events, Audi aims to strengthen its presence in the sports world and connect with a diverse audience of enthusiasts.