P1racenews AI automatic summary:
Adidas and Puma are in a battle to partner with F1’s newest team, as it will be from 2026.
Adidas and Puma are competing to secure a major sponsorship deal with Audi, as the German manufacturer prepares for its F1 debut in 2026 under new power unit regulations. Audi has confirmed a strategic partnership with BP, with Castrol set to produce lubricants for its V6 turbo engine and EV fluids. The team is also in talks with sportswear giants Adidas and Puma for a potential $30 million-per-year deal. Despite Adidas being in the lead, Puma remains in contention, having partnerships with Ferrari and ongoing discussions with Audi. Adidas’ CEO highlighted the visibility and business opportunities in F1, emphasizing their interest in entering the sport as several technical sponsor contracts are set to expire in 2026.
