The battle has already begun at Audi, even before the team has made it to the grid. Sportswear giants Adidas and Puma are vying for a sponsorship contract. Both German brands have compelling reasons to supply clothing for the newest F1 team, although it’s reported that Adidas has already secured the sponsorship deal with Audi.
Audi is set to officially join Formula 1 in 2026, but the German car manufacturer is already busy with preparations. The company recently replaced CEO Andreas Seidl and F1 project manager Oliver Hoffman with former Ferrari team boss Matta Binotto and Jonathan Wheatley, who is making a switch from Red Bull.
Adidas or Puma?
Audi is also actively securing sponsors and has already partnered with oil company BP, which will become the team’s fuel supplier. The next step for Audi is a sponsorship deal for clothing. Both Adidas and Puma are keen on the sponsorship deal, but it’s reported that Adidas has already won the race, allegedly offering 30 million euros.
Adidas is looking for a new German sports team to sponsor after losing its sponsorship contract with the German national football team. The clothing brand also previously struck a deal with Mercedes. Puma has a close relationship with new boss Mattia Binotto, making it another strong contender for a partnership with Audi.
