Inter Miami-AutoNation cancer drive-out deal

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Inter Miami stadium naming rights deal Image: Inter Miami

The Major League Soccer (MLS) team Inter Miami CF (US) and AutoNation, America’s largest and most recognized automotive retailer, announced on April 9th a multilayered three-year deal. The deal spells out that AutoNation will be the official and exclusive automotive partner of Inter Miami, which includes naming rights of the stadium and branding on the First Team training kits.

‘Inter Miami CF’ stated that this partnership amplifies AutoNation and Inter Miami’s commitment to win the war against cancer by leveraging the power of fútbol and its strong fan base.

Club Internacional de Fútbol Miami, known in English as Inter Miami CF or simply Inter Miami, is an American professional soccer club based in the Miami metropolitan area (US). The team began play in Major League Soccer (MLS) in the 2020 season at the DRV PNK Stadium, the site of the former Lockhart Stadium.

The 18,000-capacity DRV PNK Stadium is a soccer-specific stadium in Fort Lauderdale, Florida. Built on the site of the former Lockhart Stadium, the 18,000-seat stadium is the home pitch of Inter Miami CF of MLS and its USL League One reserve side Fort Lauderdale.

AutoNation is an American automotive retailer based in Fort Lauderdale, Florida, which provides new and pre-owned vehicles and associated services in the United States.

Starting in April 2021, Inter Miami will kick off its second campaign in MLS at the newly named DRV PNK Stadium in support of AutoNation’s DRV PNK initiative – since launching Drive Pink in 2015, AutoNation has directed its philanthropic efforts towards (driv)ing out cancer.

The MLS 2021 regular season starts on April 17th.

Stated Marc Cannon, AutoNation’s Executive Vice-President and Chief Customer Experience Officer, “DRV PNK Stadium is about raising awareness of a proven mission that has raised over $26 million in the fight against cancer. Our partnership with Inter Miami, one of the most dynamic fútbol clubs, will raise awareness and help fund cancer research. It allows for our collective support of organizations like the Breast Cancer Research Foundation, Cleveland Clinic and Moffitt Cancer Center at the national and local levels.”

Added Inter Miami CF Managing Owner Jorge Mas, “Inter Miami is a purpose-driven organization, and we take great pride in partnering with AutoNation, #154 on the Fortune 500 and a South Florida-based company that is positively impacting our community through a creative national campaign. It’s important as a sports club to take our time to partner with the right brands who not only represent our values but also help us use our platforms and reach to amplify good causes.”

‘Inter Miami CF’ further stated that additionally, the partnership includes extensive TV and digital exposure, with the entitlement of the Inter Miami Digital Live Stream via the Inter Miami App and Inter Miami’s Spanish language streaming. Aside from Spanish being one of the top two languages for its fans across social media during Inter Miami’s inaugural season, more than 60 percent of website traffic came from Latino dominant Cities across the United States. Also, 34 percent of Inter Miami’s registered mobile app users identified themselves as being of Hispanic/Latino descent.

As a part of the multiplatform media campaign, AutoNation will become the sponsor of the ‘Saves’ feature during Inter Miami fixtures. For every Inter Miami goalkeeper save, AutoNation and Inter Miami will donate up to $100,000 towards cancer research annually.

This October, in honor of Breast Cancer Awareness Month and in conjunction with DRV PNK Across America Day, AutoNation will be the presenting sponsor at an Inter Miami home match. AutoNation and Inter Miami will invite fans in attendance to support the cause and their home team by wearing pink. Associates from more than 300 AutoNation locations also unite on DRV PNK Across America Day to deliver thousands of comfort bags to patients fighting cancer at treatment facilities annually in October.

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