The race to become the official apparel sponsor of Audi's upcoming Formula 1 team is heating up, with industry giants Adidas and Puma reportedly locked in a fierce competition.
The German car manufacturer, which is tackling its F1 endeavor with its affiliate, Sauber Motorsport, will join the grid in 2026, and securing a high-profile partnership with a major sportswear brand would certainly help establish its presence in the sport.
Audi has already made significant strides in securing technical partnerships for its F1 venture. The team has formed a strategic alliance with oil and gas giant BP, appointing Castrol as its lubricant supplier.
However, the battle for the coveted apparel sponsorship is apparently proving to be a closely contested affair.
According to website SportsBusiness, Adidas is currently on pole to secure the deal with Audi, which is estimated to be worth a substantial $30 million per year.
It is believed that the legendary sportswear and equipment brand already has a guaranteed presence in F1 for 2025, having allegedly signed a deal to replace its competitor Puma as the Mercedes team’s clothing partner.
Adidas had previously expressed interest in partnering with Red Bull, but the reigning world champions opted to continue its relationship with Castore.
However, Puma remains in the running for the Audi deal. The sportswear company already has a successful partnership with Ferrari and is eager to expand its presence in F1.
The intense competition between Adidas and Puma highlights the significant commercial value of the sport and the desire of major brands to associate themselves with the high-octane world of racing.
The winning brand will not only gain significant exposure but also have the opportunity to shape the identity of Audi's new F1 team.
“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,” commented Adidas CEO Bjorn Gulden, speaking earlier this year to Bild.
“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.”
According to SportsBusiness, Audi is expected to enter F1 without a traditional title sponsor when its works team appears on the scene in 2026, as the German automaker aims to elevate its brand on a global scale by taking center stage.
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