P1racenews AI automatic summary:
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 […]
According to SportBusiness, Audi is in advanced talks with Adidas to feature the sportswear brand’s logo on Audi apparel for its Formula 1 entry in 2026. This agreement would give Adidas a presence with two F1 teams, as they are set to replace Puma as Mercedes’ apparel partner in 2025. Audi has recently signed sponsorships with BP and Castrol, with Mattia Binotto taking over as head of the Audi takeover of Sauber. Jonathan Wheatley is expected to become Audi’s Team Principal in 2025 during the team’s final year as Sauber. With the commercial growth in Formula 1, the addition of Adidas is part of a larger trend with brands like Castore, Puma, Ferrari, and Williams already involved in the sport. Despite not having a title sponsor, Audi is expanding its commercial partnerships to elevate the brand globally in the highly competitive F1 environment.
