Audi, the premium automotive brand owned by Volkswagen, has recently announced a multiyear partnership with Inter Miami CF, a South Florida soccer club. The decision to team up with the soccer club comes as Audi aims to expand its reach within the growing soccer fan base in the United States. According to Emilie Cotter, Chief Marketing Officer of Audi of America, Inter Miami CF boasts five million fans across the country and is considered a performance powerhouse, making it an ideal match for Audi’s brand image.
Partnership Details
The partnership between Audi and Inter Miami CF includes a variety of elements such as a fleet of vehicles wrapped in the soccer club’s signature pink color, Audi test drive experiences, fan zone activations, and stadium LED and in-game content. While the terms of the partnership have not been publicly disclosed, Xavier Asensi, President of Business Operations at Inter Miami CF, emphasized the ongoing nature of the collaboration, with both companies looking to build a long-term relationship and capitalize on new opportunities as they arise.
Audi has been the official automotive partner of Major League Soccer since 2015 and has expressed its desire to further develop its presence in the soccer world. In addition to its partnership with MLS and Inter Miami CF, Audi has revealed plans to reenter Formula 1 auto racing in the 2026 season, expanding its sports investments across different platforms. The decision to team up with Inter Miami CF coincides with a significant period for North American soccer, with major events like the Copa America 2024 Final and the 2026 FIFA World Cup scheduled to take place in the region.
The recent addition of global soccer icon Lionel Messi to the Inter Miami CF roster has brought considerable attention to the team and the sport in general. Asensi noted that Messi’s presence has had a transformative effect on the club, significantly boosting ticket sales and generating widespread interest among fans. Cotter also highlighted the impact of Messi’s signing, stating that it has contributed to a surge in soccer popularity in the U.S., marking a significant shift in the public perception of the sport.
Audi’s partnership with Inter Miami CF represents a strategic move to enhance its presence in the sports world, particularly in soccer. By aligning with a prominent club like Inter Miami CF and capitalizing on the growing enthusiasm for soccer in the U.S., Audi aims to strengthen its brand image and connect with a broader audience of sports fans. As the collaboration between Audi and Inter Miami CF continues to evolve, both companies are poised to leverage this partnership for mutual growth and success in the sports industry.
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