Having joined the circuit in January 2025, Adidas will be sponsoring a second F1 team, Audi’s, for its debut in 2026.
Adidas has extended its new motorsport focus with a multi-year partnership with the future Audi F1 Team. Set to debut in early 2026, ahead of the racing season, the collection will combine cutting-edge technology and culture-shaping design from two icons of sport performance, Adidas said.
This is Adidas’ second F1 commitment, since the company revealed in January 2025 that it had made its premiere in Formula One by joining forces with Mercedes-AMG Petronas.
The partnership will see Adidas and the future Audi F1 Team work hand in hand to create a full range of high-performance, style-driven products designed for drivers, mechanics and the wider team. Created with the latest Adidas technology, the collection will introduce a new perspective on motorsport culture and continue to bring a fresh approach to the paddock and beyond.
“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, said Bjoern Gulden, CEO of Adidas. “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.
Audi Formula Racing Gmbh – or Audi F1 Team, for short – will take over the Swiss F1 team Sauber’s place in Formula 1. Sauber was purchased by Audi in 2023. At a later stage, the Qatari investment fund Qatar Investment Authority became a partner in the team.
“This partnership brings together two iconic brands – the Four Rings and the Three Stripes – on a global stage and it represents an exciting milestone in our journey as the future performance,” said Jonathan Wheatley, Team Principal of the future Audi F1 Team. ”Beyond the race, our shared ambition is to inspire a new generation of motorsport fans through innovation, style, and an unwavering pursuit of excellence.”
