{"id":412812,"date":"2025-09-10T09:43:18","date_gmt":"2025-09-10T09:43:18","guid":{"rendered":"https:\/\/www.europesays.com\/uk\/412812\/"},"modified":"2025-09-10T09:43:18","modified_gmt":"2025-09-10T09:43:18","slug":"audi-signs-big-partner-its-chief-rival-brought-back-to-f1","status":"publish","type":"post","link":"https:\/\/www.europesays.com\/uk\/412812\/","title":{"rendered":"Audi signs big partner its chief rival brought back to F1"},"content":{"rendered":"

Audi has signed a big-money sponsorship deal with Adidas for 2026 \u2013 just a year after its German automotive rival Mercedes brought the sportswear brand into Formula 1.<\/p>\n

Ahead of this season, Mercedes announced<\/a> that it had successfully fought off a number of rivals to secure what it said was a \u201cgroundbreaking\u201d multi-year deal with Adidas to become an official team partner.<\/p>\n

Adidas\u2019 famous three stripes are featured on this year\u2019s Mercedes team kit and racing overalls. A bespoke silver cooling jacket used by George Russell and Kimi Antonelli before the start of races also became a big talking point earlier in the year.<\/p>\n

\"\"<\/p>\n

While Mercedes has had an exclusive association with Adidas for this season, that situation is going to change for 2026 as Adidas expands its influence across the grid.<\/p>\n

On Wednesday, Audi announced that it had signed a multi-year deal with Adidas to become its official apparel partner.<\/p>\n

The deal will include the release of exclusive clothing collections as well as equipment for drivers, mechanics, engineers and other team members.<\/p>\n

Speaking about the new deal, Audi team principal Jonathan Wheatley said: \u201cThis partnership brings together two iconic brands \u2013 the four rings and the three stripes \u2013 on a global stage and it represents a bold step forward in our journey to the grid as the Audi F1 Team.\u201d<\/p>\n

\"\"<\/p>\n

Audi CEO Gernot Dollner said that the partnership with Adidas made total sense considering how the two brands had worked together in the past in other categories.<\/p>\n

\u201cAdidas and Audi have decades of collaboration in top-level sports \u2013 built on shared values and the desire to inspire through performance,\u201d he said.<\/p>\n

\u201cOur partnership in Formula 1 goes far beyond the pursuit of innovation and peak performance: it combines the strengths and visions of two progressive brands.\u201d<\/p>\n

The Mercedes deal was Adidas\u2019s first official entry into F1 as a sponsor, with its logos and branding having previously appeared through minor personal deals it had with Michael Schumacher or teams like Footwork and Larousse (below) in the 1990s.<\/p>\n

\"\"<\/p>\n

Adidas had been on the hunt for a high-profile outlet for its company after losing its iconic sponsorship rights to the German national football team, with rival Nike having taken over that deal from 2027.<\/p>\n

The Adidas deal is the second major partnership that the new Audi team has announced. In July, it revealed that its title sponsor would be fintech company Revolut.<\/p>\n","protected":false},"excerpt":{"rendered":"Audi has signed a big-money sponsorship deal with Adidas for 2026 \u2013 just a year after its German…\n","protected":false},"author":2,"featured_media":412813,"comment_status":"","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4103],"tags":[4199,707,4200,79,16,15],"class_list":{"0":"post-412812","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-f1","8":"tag-f1","9":"tag-formula-1","10":"tag-formula1","11":"tag-sports","12":"tag-uk","13":"tag-united-kingdom"},"share_on_mastodon":{"url":"https:\/\/pubeurope.com\/@uk\/115179356900200134","error":""},"_links":{"self":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/412812","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/comments?post=412812"}],"version-history":[{"count":0,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/posts\/412812\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media\/412813"}],"wp:attachment":[{"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/media?parent=412812"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/categories?post=412812"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.europesays.com\/uk\/wp-json\/wp\/v2\/tags?post=412812"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}