Adidas Partners with Audi's F1 Team in Multi-Year Deal

Adidas has signed a multi-year partnership with Audi's Formula 1 team ahead of the German carmaker's debut in the 2026 season. The deal positions the sportswear giant as an official team partner, extending its motorsport presence as F1 experiences rapid global growth.

The partnership will produce technical gear for Audi's drivers and mechanics, alongside a consumer collection launching in February 2026. Adidas recently entered F1 with a Mercedes partnership, replacing Puma as the German team's apparel supplier, while Puma maintains its role as F1's official provider for licensed merchandise.

Audi will compete with a factory team and hybrid power unit developed in Germany when new FIA regulations take effect in 2026. The regulations mandate sustainable fuels and increase the electric component of hybrid systems to nearly 50 percent of total power output.

Strategic Timing for Market Entry

The collaboration capitalizes on F1's expanding commercial appeal. Viewership has surged globally, particularly in key demographics that both brands target. Adidas CEO Bjoern Gulden described the partnership as part of the company's "ongoing commitment to F1" and emphasized plans to "engage a new generation of motorsport fans."

The timing aligns with regulatory changes that emphasize sustainability, matching both companies' environmental messaging. Audi's entry coincides with F1's push toward hybrid technology and sustainable fuels, potentially attracting environmentally conscious consumers.

Operational Structure

Audi's F1 operation spans three locations: power unit development in Neuburg an der Donau, Germany; chassis development and race operations in Hinwil, Switzerland; and technical support in the UK's Motorsport Valley. This distributed structure reflects the complexity of modern F1 operations and Audi's commitment to the project.

The Adidas collection will include apparel, footwear, and accessories available globally before Audi's first race. This consumer-facing component represents a significant revenue opportunity, as F1 merchandise sales have grown substantially alongside the sport's popularity.

Jonathan Wheatley, Audi's team principal, highlighted the partnership's dual focus on performance equipment and fan engagement. The collaboration brings together "two iconic brands" with established track records in their respective markets, potentially creating synergies beyond traditional sponsorship arrangements.