Audi Secures Adidas as Official Apparel Partner for F1 Debut

Audi Secures Adidas as Official Apparel Partner for F1 Debut

Audi has announced a multi-year partnership with Adidas, naming the sportswear giant its official apparel partner for its Formula 1 entry in 2026. This collaboration unites two global brands as Audi prepares to take over the Sauber-run team.

Why it matters:

This deal highlights Audi's commitment to building a high-performance F1 operation. Securing Adidas not only provides elite technical apparel but also a strong global brand for marketing, enhancing Audi's presence ahead of its grid debut.

The Details:

• Audi will join the F1 grid in 2026, taking over the current Stake F1 Team (Sauber).
• Adidas will supply specialized technical sporting apparel to all team personnel.
• Team Principal Jonathan Wheatley stated the partnership brings together "two iconic brands" with a shared commitment to "innovation, style and a relentless pursuit of excellence."
• Adidas already partners with the Mercedes-AMG Petronas F1 Team, a deal that began this year.

The Big Picture:

This announcement follows other key Audi F1 partnerships, including a title sponsorship with Revolut. The team's 2026 driver lineup features Nico Hülkenberg and Gabriel Bortoleto. Mattia Binotto oversees the F1 project, with Jonathan Wheatley managing daily operations.

What's next:

The Audi F1 Team continues intensive preparations for 2026, focusing on vehicle development and team integration. This apparel deal is a foundational step in establishing their brand identity and operational readiness.