Red Bull Rumored for Major Adidas Partnership from 2027

Adidas has officially declined to comment on reports of a pending $31 million per year sponsorship deal with Red Bull Racing, set to begin in the 2027 Formula 1 season. The German sportswear giant, which recently partnered with Mercedes and the new Audi team, is rumored to be in advanced talks to supply Red Bull's team kit and merchandise, potentially ending the team's current lucrative deal with Castore.

Why it matters:

A move to Adidas would represent a significant commercial and brand shift for the reigning Constructors' Champions, aligning them with one of the world's largest sportswear brands. For Castore, losing Red Bull after McLaren's early termination would be a major blow, shrinking its high-profile F1 presence. This potential deal underscores the intense competition and financial scale of off-track partnerships in modern F1.

The details:

• German publication Bild reported the potential deal is worth approximately €27 million (£23.4m/$31m) annually and would run for a minimum of three years starting in 2027.
• Despite Adidas's statement that it "does not engage in rumours or speculation," Bild claims the company presented proposed kit designs to Red Bull "some time ago."
• The proposed Adidas designs are said to move away from Red Bull's classic dark-blue look, instead offering "a fresh look with vibrant accents" while likely keeping blue as the primary color.
• Red Bull's current partner, Castore, signed a long-term extension with the team in early 2024, a deal hailed at the time as the most lucrative apparel partnership in F1 history, estimated to be worth up to £200 million over its full duration.
• Castore recently lost its deal with McLaren a year early, with the team switching to Puma for 2026. Castore now supplies Alpine and has entered a new partnership with Haas.

What's next:

All eyes will be on an official announcement from either Red Bull or Adidas to confirm or deny the rumors. If the deal proceeds, 2027 will mark a new visual identity for the Red Bull team on the grid. The situation also places Castore's strategy under scrutiny, as securing and retaining top-tier F1 teams is crucial for its visibility in the premium sports apparel market.