Audi Expands F1 Portfolio with Gillette and Nexo Deals

Audi has secured two major multi-year partnerships with Gillette and Nexo, significantly bolstering its commercial portfolio ahead of its Formula 1 debut. The agreements will see branding from the shaving giant and the digital assets platform featured prominently on the team's car and assets, capping a busy week of commercial activity for the German manufacturer.

Why it matters:

Securing a legacy brand like Gillette is a significant endorsement for Audi's project, validating the team's potential to prospective sponsors. This aggressive acquisition of high-profile partners—ranging from fintech to consumer goods—demonstrates Audi's intent to compete not just on the track, but in the business of F1. Establishing a robust financial foundation is critical for the team to sustain the heavy investment required for technical development under the new 2026 regulations.

The details:

• Gillette Returns: Procter & Gamble (P&G) makes its comeback to F1 through this deal, bringing Gillette, Braun, and Gillette Venus into the fold. The partnership will focus on integrated branding, bespoke product development, and retail activations, marking P&G's first involvement since the 1990s.
• Fintech Focus: Nexo becomes the official digital assets partner, joining title sponsor Revolut. This highlights a trend in Audi's strategy to target modern, digital-first financial platforms to engage a younger, tech-savvy demographic.
• Rapid Expansion: These deals follow recent announcements involving software firm NinjaOne and hospitality group Hyatt. Audi has now amassed a portfolio of nine partners, showing momentum ahead of the 2026 season.
• Leadership Insight: CCO Stefano Battiston described Gillette as a "power brand" that shares Audi's belief in engineering excellence, noting that their expertise in engaging vast audiences will be crucial for elevating fan experiences globally.

Looking Ahead:

With the commercial side ramping up quickly, the focus remains on building a competitive package for 2026.

• The team is clearly prioritizing "quality over quantity" in its sponsorship strategy, targeting partners that align with its premium brand image rather than filling space with lower-tier deals.
• As the launch of the Audi Revolut F1 Team approaches, the pressure will shift to the technical team to deliver a power unit and chassis capable of justifying this significant commercial investment.