Audi makes major announcement ahead of 2026 F1 debut

Audi has just announced that it has reached a deal for a multi-year partnership with Adidas, with the German giant set to become the team’s official apparel partner in 2026 and beyond.

In recent months, there had already been rumors of a possible deal between the four-ring brand and the American giant, the long-time Mercedes sponsor in Formula 1 for several years.

Audi F1 team

Audi joins force with Adidas ahead of 2026 F1 debut

Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG, said about the new partnership: “Adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance.''

''Our partnership in Formula 1 goes far beyond the pursuit of innovation and peak performance: it combines the strengths and visions of two progressive brands. The upcoming adidas collection will be characterized by clarity and precision, just like Audi’s new design philosophy.''

“The fact that we are shaping our brand’s entry into the premier class of motorsport together with adidas underscores the great trust and appreciation we have for our collaboration.”

Jonathan Wheatley, Team Principal of the future Audi F1 Team, added: “This partnership brings together two iconic brands – the four rings and the three stripes – on a global stage and it represents a bold step forward in our journey to the grid as the Audi F1 Team.''

''With adidas, we’re equipping our people with elite technical sporting gear that enhances performance where it matters most. Beyond racing, we share a commitment to making an impact off the track through innovation, style and a relentless pursuit of excellence. Together, we will create bold brand activations and groundbreaking experiences.”

Finally, Bjørn Gulden, CEO of adidas, added: “We are very proud to partner with the future Audi F1 team and support their debut into the highest level of competition for the sport. Bringing together the iconic four rings and our three stripes to the 2026 paddock marks an exciting new chapter in motorsport.''

''As part of our ongoing commitment to F1, this partnership showcases our focus on collaborating with brands rooted in shared beliefs and innovative perspectives, on and off the track.''

''We are very much looking forward to unveil all that we have planned as we look to enable the drivers and the team to succeed and engage a new generation of motorsport fans!”

Last July, the Neuburg-based Audi team officially announced another major partnership with Revolut, with the well-known digital bank becoming its new premium partner ahead of the German brand’s historic Formula 1 debut in 2026.

Read also

Ferrari chairman Elkann reaches agreement over long-running family dispute

Rosberg claims Hamilton's Italian GP was 'a testament to how bad it was before'