P1racenews AI automatic summary:
Mercedes lose out as major rivals confirm new F1 signing
Audi has outmaneuvered Mercedes in Formula 1 by signing a major deal ahead of their entry in 2026 with Sauber.
The rivalry between the two German automotive giants in F1 is intensifying as they gear up to compete under the new regulations.
Mercedes, in a bid to reinforce their brand identity, locked in a multi-year partnership with Adidas for the 2025 season, securing exclusive rights in the sports apparel domain.
However, Audi’s announcement of a sponsorship deal with Adidas for 2026 means both F1 teams will now sport the iconic three stripes on their team apparel.
The collaboration between Audi and Adidas signifies a new chapter in their long-standing partnership, with a focus on creating exclusive clothing collections and gear for the Audi F1 Team.
Audi’s team principal and CEO highlighted the importance of the collaboration, emphasizing the alignment of values and shared vision for excellence between the two iconic brands.
