Audi-Sauber strikes multi-year deal with Adidas ahead of F1 entry

Audi’s upcoming Formula 1 project has secured a major sponsorship deal with Adidas, as the German sporting goods giant signs on as the official apparel partner of the future Audi F1 Team.

The multi-year agreement will see the two brands collaborate on both technical gear for the race team and fan-focused collections, marking a significant milestone in Audi’s preparations for its 2026 debut.

The deal places Adidas alongside one of Formula 1’s most anticipated new entrants while continuing its strong presence in the sport – the company is already a team partner at Mercedes, with its distinctive three stripes adorning the Silver Arrows’ kit and driver overalls.

Technical Gear Meets Motorsport Culture

The partnership will go beyond logos on team uniforms. Audi and Adidas are working together to develop a comprehensive range of high-performance equipment tailored for drivers, mechanics, engineers, and other personnel.

According to the announcement, the goal is to create “functional products that provide the team with the best possible support for their daily work and promote peak output.”

Fans will also play a central role. The two brands will launch an exclusive global product line — spanning apparel, footwear, and accessories — before Audi turns a wheel in F1.

The collection aims to merge “state-of-the-art adidas technology and a fresh, innovative approach for the paddock and beyond,” giving supporters the chance to connect with the team from the outset.

Leaders Hail the Partnership

Gernot Döllner, CEO of AUDI AG and Chairman of the Board of Directors of Sauber Motorsport AG, highlighted the long-standing relationship between the two German powerhouses:

“Adidas and Audi have decades of collaboration in top-level sports – built on shared values and the desire to inspire through performance,” he said.

“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.”

Döllner also linked the deal to Audi’s evolving identity:

“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.”

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Jonathan Wheatley, Team Principal of the Sauber F1 Team that will transition into the works Audi outfit next season, emphasized the significance of the move as the Ingolstadt firm gears up for its first season among motorsport’s elite.

“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.”

Adidas CEO Bjørn Gulden described the tie-up as both historic and forward-looking:

“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!”

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