Audi F1 Team Secures Multi-Year Apparel Deal with Adidas Ahead of 2026 Entry

Audi's upcoming Formula 1 project, set to debut in 2026 as the works team with Sauber, has sealed a significant multi-year sponsorship deal with Adidas. The German sporting goods giant will serve as the official apparel partner for the future Audi F1 Team, a crucial step in its preparations for motorsport's premier class.

Why It Matters

• This partnership marks a substantial milestone for Audi, bringing a globally recognized brand into its F1 ecosystem and bolstering its presence before even hitting the track.
• Adidas expands its strong footprint in Formula 1, adding another high-profile team to its roster, which already includes a partnership with Mercedes.

The Details

• Technical Gear: The collaboration will involve developing a comprehensive range of high-performance equipment. This gear is specifically tailored for drivers, mechanics, engineers, and other team personnel, focusing on functionality to ensure optimal support and peak output.
• Fan Collections: Beyond the race team, an exclusive global product line will be launched before Audi's 2026 F1 debut. This collection, encompassing apparel, footwear, and accessories, aims to blend state-of-the-art Adidas technology with a fresh, innovative approach for motorsport enthusiasts.

What They're Saying

• Gernot Döllner, CEO of AUDI AG: "Adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance... Our partnership in Formula 1 goes far beyond the pursuit of innovation and peak performance: it combines the strengths and visions of two progressive brands."
• Jonathan Wheatley, Team Principal of Sauber F1 Team: "This partnership brings together two iconic brands – the four rings and the three stripes – on a global stage and it represents a bold step forward in our journey to the grid as the Audi F1 Team."
• Bjørn Gulden, Adidas CEO: "We are very proud to partner with the future Audi F1 team and support their debut into the highest level of competition for the sport. Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter in motorsport."

What's Next

The full scope of the partnership, including the exclusive fan collections, will roll out in the lead-up to Audi's highly anticipated inaugural Formula 1 season in 2026.