US top-tier soccer team Inter Miami has announced the expansion of its partnership with south Florida-based cruise line Royal Caribbean, which sees the club’s vacation partner become its official jersey sponsor.
The cruise line’s logo will be found in the center of Inter Miami's home and away jerseys through the 2024 season following the end of Inter Miami’s previous jersey partnership with XBTO, the cryptocurrency finance company. That brand was the first shirt sponsor Inter Miami ever had following its creation ahead of the 2022 Major League Soccer (MLS) season.
It is unknown whether or not the Major League Soccer team’s XBTO partnership expired or was ended prematurely to strike the Royal Caribbean deal expansion, however, likely, the addition of Argentine soccer Icon Lionel Messi to the team during the 2023 campaign has led to Inter Miami reassessing its value to sponsors and thus changing up its commercial strategy.
The Miami side and Royal Caribbean first partnered in August 2023, with the cruise line having served as the club’s main partner and official vacation partner since.
The multi-year partnership has thus far seen Royal Caribbean branding present on LED pitch-side hoardings at Inter Miami’s stadium in Fort Lauderdale, Florida.
The two also partner for activations around the club’s fan zone on matchdays, and Royal Caribbean has a presence on Inter Miami social media channels.
Jason Liberty, president and chief executive of the Royal Caribbean group, stated of the partnership’s expansion: “Both Royal Caribbean Group and Inter Miami share the values of dreaming and determination – and the highs of the unbelievable moments when those dreams come true.”
“It's exciting to now combine forces, and I can't wait for the future that our two organizations will forge for our industries, for our fans around the world, and of course, for our local communities here in south Florida.”
Inter Miami is the last club to secure a shirt sponsor for the 2024 season, following Chicago Fire’s securing of Carvana in that capacity, in December.
Carvana succeeded telecommunications giant Motorola, which has sponsored Chicago Fire jerseys since 2019, in the role.
December also saw Inter Miami unveil a commercial partnership with the Ketel One Family Made Vodka brand.