P1racenews AI automatic summary:
Audi has signed a big-money sponsorship deal with Adidas for 2026 – just a year after its German automotive rival Mercedes brought the sportswear brand into Formula 1
Audi has recently signed a lucrative sponsorship deal with Adidas for 2026, following in the footsteps of Mercedes, who had previously partnered with the sportswear brand for Formula 1. This season, Mercedes proudly showcased Adidas’s three stripes on their team kit and racing gear, including a highly talked about silver cooling jacket worn by George Russell and Kimi Antonelli. While Mercedes enjoyed an exclusive arrangement with Adidas this year, the upcoming 2026 season will see Adidas expanding its presence throughout the grid. Audi recently announced a multi-year partnership with Adidas, solidifying their position as the official apparel partner, including releasing exclusive clothing collections for team members. Audi’s team principal, Jonathan Wheatley, and Audi CEO Gernot Dollner expressed excitement over the unique collaboration, emphasizing the shared values and commitment to excellence that both brands bring to Formula 1. The Adidas deal marks their official entry into F1 sponsorship, a strategic move following their loss of sponsorship rights to the German national football team. Additionally, Audi recently revealed fintech company Revolut as their title sponsor, further enhancing the team’s presence in the competitive world of Formula 1.
