Audi, the premium automotive brand owned by Volkswagen, has taken a significant step in expanding its sports investments by becoming the official automotive partner of Inter Miami CF. This multiyear partnership aims to tap into the growing soccer fan base in South Florida, with Inter Miami CF boasting over five million fans in the U.S. and continuously expanding. According to Emilie Cotter, the Chief Marketing Officer of Audi of America, the partnership with Inter Miami CF was a natural fit due to the club’s reputation as a performance powerhouse.
The partnership between Audi and Inter Miami CF includes a range of initiatives such as a fleet of vehicles wrapped in the club’s signature pink color, Audi test drive experiences, fan zone activations, and stadium LED and in-game content. While the exact terms of the partnership were not disclosed, Xavier Asensi, the president of business operations at Inter Miami CF, emphasized that the collaboration is ongoing, with the aim of building a long-term relationship where both companies can grow together by seizing opportunities as they arise.
Audi has been a long-standing partner of Major League Soccer since 2015, and Cotter expressed the company’s commitment to further bolstering its presence in the soccer world. In addition to its involvement in soccer, Audi is also ramping up its sports investments by planning to reenter Formula 1 auto racing in the 2026 season. The partnership with Inter Miami CF comes at a pivotal time for North American soccer, with major events such as the Copa America 2024 Final and the 2026 FIFA World Cup set to take place in the region.
Inter Miami CF, a relatively young soccer club founded in 2018, has experienced a surge in popularity, especially following the acquisition of superstar Lionel Messi last year. Asensi described Messi’s signing as a “before and after” moment for the club, sparking increased interest in soccer among fans in the U.S. The presence of a global icon like Messi has not only driven ticket sales for Inter Miami CF but has also contributed to the overall growth of the sport in the country.
Audi’s partnership with Inter Miami CF represents a strategic move to tap into the expanding soccer market in the U.S. and strengthen its position as a key player in the sports sponsorship arena. By aligning with a dynamic and rapidly growing club like Inter Miami CF, Audi is poised to capitalize on the increasing popularity of soccer in North America and enhance its brand visibility among sports enthusiasts.