Word on the Formula 1 circuit is that Audi’s racing team is on the verge of signing a significant sponsorship deal with a renowned sportswear company. From 2026, Adidas is rumored to be the official apparel sponsor for the Audi F1 team, marking its entry into Formula 1 in collaboration with Mercedes.
Adidas, a globally recognized sports brand, is reportedly making strides to enter the Formula 1 scene with more impact. Earlier this year, Adidas CEO Bjorn Gulden expressed enthusiasm about the potential within the F1 market, specifically noting the sport’s growth among younger audiences and its increasing popularity in the United States. The company seems keen on capitalizing on this opportunity, exploring partnerships as various technical sponsor contracts are reaching their expiration in 2026.
While the transition of Mercedes to Adidas is yet to be confirmed despite previous reports alluding to a finalized deal, Audi is now a focal point for the sportswear giant. Currently engaged in advanced discussions, Adidas aims to link its brand with Audi’s anticipated entry into Formula 1. By 2026, Audi plans to rebrand the Sauber team, adding another layer of intrigue to their strategic preparations.
Audi’s efforts to position itself as a formidable force in Formula 1 are not limited to potential sponsorship deals. The team has recently secured partnerships with major companies like BP and Castrol while enhancing its leadership structure. Mattia Binotto has been appointed as Chief Operating and Technical Officer, bringing his expertise to Audi’s Hinwil factory and its technical operations. Additionally, Jonathan Wheatley is set to take on the role of Team Principal upon completing his gardening leave from Red Bull.
On the driver front, Audi has enlisted Nico Hulkenberg and is scouting for a second driver, with Valtteri Bottas and Zhou Guanyu as potential candidates. However, emerging rumors hint at a possible opportunity for 19-year-old Brazilian racer Gabriel Bortoleto, adding yet another dynamic to the unfolding narrative.
As Audi sets its sights on a prominent presence in the Formula 1 arena, the potential sponsorship with Adidas could serve as a pivotal move in their journey. With strategic partnerships and leadership appointments already in place, Audi is clearly gearing up for an ambitious start in 2026. Whether these plans fully materialize remains a captivating narrative to follow in the world of racing.
