Audi Secures Gillette as Major Sponsor for F1 Debut

Audi has signed a multi-year sponsorship deal with Gillette, bringing the iconic grooming brand back to the grid for its highly anticipated Formula 1 debut in 2026. This partnership marks a significant commercial coup for the German manufacturer as it aggressively builds its brand portfolio ahead of entry, with the brand's logos set to feature prominently on the car.

Why it matters:

Securing a globally recognized brand like Gillette signals confidence in Audi’s F1 project and helps establish the team's commercial viability before a single wheel turns. Unlike previous F1 ventures by new entrants, Audi is successfully leveraging its corporate weight to attract top-tier sponsors, creating a solid financial foundation to compete with established giants like Red Bull and Mercedes.

The details:

• Visibility: Unlike Gillette's previous partnership with McLaren, which focused on driver activation without car livery, this deal places the brand's logos directly on the Audi car and team assets.
• Product Integration: The collaboration extends across Gillette’s portfolio, including Braun and Gillette Venus, with plans to create bespoke products for the F1 audience.
• Commercial Momentum: This follows Audi's recent title partnership agreement with financial firm Revolut, demonstrating a clear strategy to stack major commercial deals ahead of the 2026 season.
• Historical Ties: Gillette is no stranger to the paddock. The brand famously sponsored Benetton in 1997, featuring on the rear wing endplates during Gerhard Berger’s emotional Hockenheim victory. It also had a regional activation deal with McLaren in 2013-2014 involving drivers Jenson Button and Kevin Magnussen.

Looking ahead:

As Audi continues to finalize its operational structure and power unit development, its growing list of commercial partners suggests the team is positioning itself as a serious contender from day one. The focus now shifts to translating this financial backing into on-track performance.