Audi’s developing Formula 1 project is closing in on a sponsorship deal to secure German sports brand Adidas as its official apparel partner, according to a report.
SportBusiness writes that the German marque is in “advanced” talks with Adidas to ensure the three-striped logo of the global sportswear brand adorns Audi apparel upon its Formula 1 entry in 2026.
This will give Adidas a presence with two F1 teams, with the German sports brand set to succeed Puma as Mercedes’ apparel partner in 2025.
For Audi, the Adidas deal follows a sponsorship and technical partnership with BP struck in July, which will become the German marque’s official fuel supplier with Castrol becoming the oil and lubricants partner.
There has also been change at the management level, with ex-Ferrari man Mattia Binotto coming into the helm of the Audi takeover of Sauber, replacing outgoing figureheads Andreas Seidl and Oliver Hoffmann.
A week following his appointment ahead of the Belgian Grand Prix, Binotto and Audi revealed that current Red Bull Sporting Director Jonathan Wheatley will become the Audi Team Principal midway through the team’s final year as Sauber in 2025.
Audi is joining Formula 1 through a period of rapid growth on the commercial stage and Adidas is the latest in a long line of brands to join the rising tide.
Castore has partnerships with Red Bull and McLaren, with Puma in the final year of its partnership with Mercedes, but it also enjoys deals with Ferrari and Williams.
It’s no wonder then that Adidas has wanted to join its rivals on the F1 scene, with the brand’s Chief Executive Bjorn Gulden revealing to the German newspaper Bild earlier this year that: “The three races in the United States have brought great visibility and interest to this sport even in the US, and Formula 1 is a big business.
“Most of the contracts in F1 regarding technical sponsors expire in 2026. We are talking with several teams, and the plans are so advanced that I can’t say anything. We will do so as soon as we can.”
Adidas’ talks have seen it secure a presence with 20% of the Formula 1 grid, aligning with two marques hailing from its native Germany and no doubt on the flip side of that coin, Audi will continue its talks with brands to expand its commercial portfolio ahead of 2026.
According to SportBusiness’ report, the German marque will go without a title sponsor as it aims to elevate the Audi brand on the global stage.
Title partnerships however have become the norm in F1, with the likes of Oracle Red Bull Racing, Scuderia Ferrari HP and Aston Martin Aramco Formula 1 Team typifying this trend.
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