Audi F1 Team launch the Audi R26 ahead of their highly anticipated entry into Formula 1 for the 2026 season. The launch coincides with a host of new sponsorship announcements, as Audi build on their existing portfolio, including Revolut, Adidas and Libertex, with a quartet of new partners.
The launch at Berlin’s iconic Kraftwerk venue marks a major milestone in Audi’s entry into Formula 1, as the legendary German automotive brand unveils its first-ever F1 car ahead of the 2026 season opener at the Australian Grand Prix in Melbourne. Sporting a silver, black and red livery, the team is establishing a bold new identity on the track, with experienced F1 campaigner Nico Hulkenberg and rising talent Gabriel Bortoleto tasked with steering the team to success in Audi’s debut 2026 season.
The team has also strengthened off the track over the past year, with a series of high-profile appointments. Mattia Binotto, ex-Ferrari Team Principal, now heads the Audi F1 Project, while Jonathan Wheatley, ex-Sporting Director at Red Bull Racing, has been named Audi F1 Team Principal. These strategic hires reflect Audi’s commitment to building a world-class operation both on and off the circuit, laying the foundation for a competitive future in Formula 1.
Off the track, the Audi F1 Team has been strategically growing its commercial partnerships, with the car launch coinciding with a series of high-profile sponsorship announcements. Formula 1’s sustained global growth, with a fanbase exceeding 850 million and an annual cumulative viewership of 1.5 billion, making it one of the world’s most-watched sports per event, underscores the sport’s unparalleled platform for brand exposure.
F1’s audience is also increasingly diverse, with an estimated 60/40 male-to-female split, offering brands a unique opportunity to connect with both established and emerging consumer segments. Against this backdrop, F1 sponsorship has become an exceptionally lucrative and high-impact channel for brands seeking global visibility and engagement.
The Audi F1 Project has attracted a roster of premium partners, including Revolut, BP, Hyatt, Gillette, and Visit Qatar, reflecting the team’s strategy of aligning with brands that share its innovation-driven ethos. These new partners join online trading platform Libertex, who announced a long-term partnership with Audi F1 in February 2025.
Brokered by Playmaker Sports, Libertex’s partnership with the Audi F1 Team highlights the growing trend of online trading brands investing in Formula 1 sponsorship. With a 24-race calendar spanning key global markets, F1 enables brands to reach fans both locally and internationally while creating premium, high-impact experiences. For online trading companies, F1 sponsorship packages deliver measurable value across the marketing funnel, with team IP access, on-car branding, driver engagement and VIP race hospitality & ticketing allowing brands to generate awareness, drive conversions and strengthen stakeholder relationships. By leveraging the Audi F1 platform, Libertex combines global visibility, experiential engagement and strategic positioning, demonstrating how Formula 1 sponsorship can transform commercial objectives into tangible results.
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