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Audi is enhancing its sports investments by becoming the official premium automotive partner of Inter Miami CF. The Volkswagen-owned company announced a multiyear partnership with the South Florida soccer club to tap into the expanding soccer fan base, as stated by Audi of America Chief Marketing Officer Emilie Cotter.
“They have five million U.S. fans and growing, and they’re a true performance powerhouse, making this partnership an ideal match for us,” Cotter remarked.
Starting Thursday, the partnership will feature a fleet of vehicles adorned in Inter Miami CF’s signature pink, along with Audi test drive experiences, fan zone activities, and stadium LED and other in-game content, according to Cotter.
The terms of the partnership were not disclosed.
Xavier Asensi, Inter Miami CF’s president of business operations, mentioned that the partnership’s elements will evolve as opportunities arise, aiming for a long-term collaboration where both entities can grow together.
“The advantage of being a partner is the ability to seize opportunities as they come,” Asensi said.
Audi has been the official automotive partner of Major League Soccer since 2015, and Cotter expressed the automaker’s intent to further expand its soccer portfolio.
Additionally, Audi is increasing its overall sports investments with plans to reenter Formula 1 racing in the 2026 season.
The Inter Miami CF partnership coincides with a significant moment for North American soccer, with the Copa America 2024 Final in Miami and the 2026 FIFA World Cup hosted across the U.S., Canada, and Mexico.
Inter Miami CF has experienced a surge in popularity thanks to superstar Lionel Messi, who joined the team last year, boosting ticket sales. Asensi noted that Messi’s high-profile signing marks a transformative period for the club, founded in 2018.
“Six months or a year ago, interest was lukewarm, but now it feels like everyone is a soccer fan,” Cotter said. “We’re witnessing a massive growth in the sport in the U.S., and Inter Miami holds a special place in that expansion.”
