Audi is driving up its sports activities investments and turning into the official automotive associate of Inter Miami CF.

The Volkswagen-owned firm introduced Thursday it has struck a multiyear partnership with the South Florida soccer membership as Audi goals to succeed in a rising soccer fan base, based on Audi of America Chief Advertising and marketing Officer Emilie Cotter.

“They have 5 million U.S. followers and rising, they usually’re only a actual efficiency powerhouse, so it was an ideal match for us,” Cotter mentioned.

Beginning Thursday, the partnership features a fleet of automobiles, wrapped in Inter Miami CF’s signature pink coloration, in addition to Audi take a look at drive experiences, fan zone activations and stadium LED and different in-game content material, based on Cotter.

Phrases of the partnership weren’t disclosed.

Inter Miami CF president of enterprise operations Xavier Asensi mentioned parts of the partnership are ongoing as alternatives come up. He mentioned Inter Miami CF goals for a long-term partnership the place the 2 corporations can construct collectively.

“The advantage of being a associate is that when the chance occurs, then you may seize it,” Asensi mentioned.

Audi has been the official automotive associate of Main League Soccer since 2015, and Cotter mentioned the automaker hopes to proceed to construct its soccer portfolio.

Audi has additionally been growing its sports activities investments extra broadly, with plans to reenter Method 1 auto racing beginning within the 2026 season.

The Inter Miami CF partnership comes at a significant second for North American soccer, with the Copa America 2024 Last happening in Miami on Sunday, and the 2026 FIFA World Cup slated for stadiums throughout the U.S., Canada and Mexico.

Inter Miami CF specifically has seen a lift from famous person Lionel Messi, who joined the roster final yr, driving ticket gross sales. Asensi mentioned the high-profile signing marks a “earlier than and after Messi” interval for the younger membership, based in 2018.

“Six months or a yr in the past, individuals have been like, ‘Yeah, possibly,’ however now I really feel like everyone seems to be a soccer fan,” Cotter mentioned. “What we’re seeing is simply an enormous explosion of the game within the U.S. and I do suppose Inter Miami has a particular place in that progress.”