Audi Drives Up Sports Investments with Partnership with Inter Miami CF
In a move that signals the growing appeal of soccer in the United States, Audi has announced a multi-year partnership with Major League Soccer’s Inter Miami CF, becoming the team’s official premium automotive partner. This partnership comes at a time of increased interest in soccer, fueled by the arrival of superstar Lionel Messi to Inter Miami and the upcoming 2026 FIFA World Cup. The partnership aims to leverage the growing fanbase in North America, solidify Audi’s presence in the soccer world, and offer unique experiences for fans.
Key Takeaways:
- Strategic partnership: Audi’s move aligns with its broader strategy of increasing sports investments, alongside its planned reentry into Formula 1 racing in 2026.
- Growth of soccer in the US: The deal underscores the burgeoning popularity of soccer in the U.S. amidst the Copa America 2024 Final, the 2026 FIFA World Cup, and the recent surge in fan interest following Messi’s arrival.
- Reaching a new audience: Audi hopes to connect with a new generation of fans through the partnership with Inter Miami, a team known for its vibrant, performance-oriented approach.
- Engaging fan activations: The partnership includes a variety of perks for fans, including a fleet of pink-wrapped Audi vehicles, test drive experiences, and in-stadium activations.
- Long-term commitment: Both companies expressed a commitment to a long-term partnership, leaving room for future collaboration and expansion.
Audi’s Growing Soccer Portfolio:
Audi’s involvement in the soccer world goes back to 2015 when they became the official automotive partner of Major League Soccer. This latest deal with Inter Miami expands their portfolio within the sport, demonstrating their continued commitment to the global appeal of soccer. Emilie Cotter, Chief Marketing Officer of Audi of America, emphasized the appeal of soccer’s growing fanbase and its alignment with Audi’s performance-driven brand image: "They’ve got five million U.S. fans and growing, and they’re just a real performance powerhouse, so it was a perfect fit for us."
Inter Miami: Before and After Messi:
Inter Miami CF has seen a dramatic shift in its popularity since Lionel Messi joined the club in 2023. The club’s president of business operations, Xavier Asensi, described the impact of Messi’s presence as a "before and after Messi" period, drawing in an unprecedented wave of new fans. Messi’s arrival not only propelled Inter Miami to becoming a hot ticket in the U.S., but also contributed to the overall rise of interest in soccer across North America. This is evidenced by the increased viewership and ticket sales observed across the league. "Six months or a year ago, people were like, ‘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 do think Inter Miami has a special place in that growth."
Building on a Winning Partnership:
Audi’s investment in the Inter Miami partnership goes beyond mere marketing. It’s a strategic play to tap into the growing fan base, strengthen their position in the sports world, and cultivate meaningful connections with both players and fans. The partnership’s focus on fan experiences, from test drives to stadium activations, ensures that fans are at the heart of the collaboration. Asensi articulated the key element of a successful partnership: "The good thing about being a partner is that when the opportunity happens, then you can seize it."
The Future of Soccer in America:
The Audi and Inter Miami partnership comes at a critical time for soccer in the United States. It arrives in the wake of the Copa America 2024 Final taking place in Miami and preceding the 2026 FIFA World Cup, signifying a pivotal moment for the sport’s development in the region. The partnership serves as a testament to the growth of soccer in the U.S. and its potential as a major sporting force. This collaborative effort suggests a shared vision between Audi and Inter Miami to ride the wave of growing fan enthusiasm and contribute to the bright future of soccer in North America.