Audi and Inter Miami CF enter into multi-year partnership

Audi, owned by Volkswagen, has entered into a multi-year partnership with Inter Miami CF as the team's official car partner.

Thanks to: Audi

Audi increases its investment in sport and becomes the official automotive partner of Inter Miami CF.

The VolkswagenThe Audi-owned company announced Thursday that it has entered into a multi-year partnership with the South Florida soccer club, which Audi hopes will help it reach a growing group of soccer fans, said Emilie Cotter, chief marketing officer of Audi of America.

“They have five million fans in the US and growing. They are a real powerhouse in the performance space. So it was a perfect fit for us,” Cotter said.

According to Cotter, the partnership will see a fleet of vehicles decked out in Inter Miami CF's signature pink livery starting on Thursday, as well as Audi test drives, fan zone activities and LED lighting in the stadium, among other in-game content.

Terms of the partnership were not disclosed.

Xavier Asensi, president of business operations at Inter Miami CF, said elements of the partnership will be ongoing as opportunities arise. He said Inter Miami CF is looking to build a long-term partnership where the two companies can build together.

“The great thing about being a partner is that you can seize the opportunity when it arises,” Asensi said.

Audi has been the official automotive partner of Major League Soccer since 2015, and Cotter said the automaker hopes to further expand its soccer portfolio.

Audi has also increased its investment in sport more broadly, with plans to re-enter Formula 1 racing from the 2026 season.

Lionel Messi of Inter Miami CF celebrates his goal in the first half during the 2023 Leagues Cup semi-final between Inter Miami CF and Philadelphia Union at Subaru Park in Chester, Pennsylvania, on August 15, 2023.

Tim Nwachukwu | Getty Images Sports | Getty Images

The partnership with Inter Miami CF comes at a pivotal time for North American football, with the 2024 Copa America final taking place in Miami on Sunday and the 2026 FIFA World Cup taking place in stadiums in the US, Canada and Mexico.

Inter Miami CF in particular have been boosted by superstar Lionel Messi, who joined the squad last year and has helped boost ticket sales. Asensi said the high-profile signing marks a “before and after Messi” period for the young club, which was founded in 2018.

“Six months ago or a year ago people would have thought, 'Yeah, maybe,' but now I feel like everyone is a soccer fan,” Cotter said. “What we're seeing is just a huge explosion of the sport in the U.S. and I think Inter Miami has a special place in that growth.”

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