Hyundai Motor Group has strengthened its presence in North American football after signing a multi-year partnership with Major League Soccer (MLS) club Inter Miami CF, becoming the club’s official mainstream automotive partner and a founding partner of the transformative Miami Freedom Park development.
The agreement marks Hyundai’s latest investment in the sport as it aligns with one of world football’s fastest-growing commercial properties. It also positions the South Korean automaker at the centre of Inter Miami’s next phase of growth, centred around its new home, Nu Stadium, and the surrounding 131-acre mixed-use district.
As part of the partnership, Hyundai will receive extensive branding and activation rights across Nu Stadium and Miami Freedom Park. The club’s premium East Club will be renamed the Hyundai Club, while Hyundai will also secure naming rights to the Hyundai Garage, creating multiple touchpoints for fans from arrival through to premium hospitality experiences.
The collaboration extends beyond venue branding, with Hyundai gaining access to year-round marketing assets including matchday activations, original digital content, sweepstakes and exclusive fan engagement initiatives designed to deepen interactions with Inter Miami’s rapidly expanding supporter base.
Community impact also forms a central pillar of the agreement. Through Hyundai Hope On Wheels, the automaker’s long-running nonprofit dedicated to paediatric cancer research, Hyundai will make a charitable donation for every Inter Miami regular-season goal scored, linking the club’s on-field success with support for children and families across South Florida.
Randy Parker, president and CEO, Hyundai Motor North America, said, “Hyundai is proud to partner with Inter Miami CF, one of the most dynamic and globally recognised clubs in soccer, as the team begins an exciting new chapter at Miami Freedom Park. Hyundai has long believed in the power of soccer to bring people together, and as a longtime FIFA partner, we are proud to build on the momentum of this summer of soccer alongside Inter Miami CF. Together, we have an opportunity to connect with one of the most passionate soccer communities in the country, engage fans in meaningful ways, and further our commitment to children and families across South Florida through Hyundai Hope On Wheels.”
Xavier Asensi, President of Business Operations at Inter Miami CF, added, “Great partnerships are built on shared values, and Hyundai’s commitment to progress and making a positive impact aligns with the vision of Inter Miami CF. As we continue to drive the growth of our Club and bring the vision for Miami Freedom Park to life, we are proud to partner with a global brand that has a longstanding reputation for looking ahead and challenging what’s possible. Together, we will deliver meaningful experiences for our fans, make a difference in our community, and continue moving forward.”
Hyundai joins an expanding roster of global brands investing in Inter Miami’s commercial ecosystem, following the club’s stadium naming rights agreement with Brazilian fintech Nubank, which secured the naming rights to Nu Stadium. The latest deal further underscores the commercial appeal of the Lionel Messi-led franchise as it continues to attract multinational partners around its new stadium and entertainment destination.
Anchored by the 26,700-seat Nu Stadium, Miami Freedom Park will feature more than one million square feet of retail, dining, entertainment and office space, alongside hotels, public parks and community facilities, establishing a year-round destination beyond matchdays.
For Hyundai, the partnership reinforces its long-term commitment to football, building on its longstanding association with FIFA and major international bodies such as the International Cricket Council, World Archery. By leveraging Inter Miami’s growing global profile and diverse South Florida fanbase, the company aims to strengthen brand visibility in the United States while engaging consumers through mobility, innovation and community-driven initiatives.
