Adidas signs blockbuster deal with Audi’s future Formula 1 team with Hülkenberg at the centre of the project – When a global sportswear giant like Adidas decides to enter Formula 1, it does so with a bang. The German brand has announced a multi-year partnership with Audi’s future Formula 1 team, reportedly worth €25 million per season. This agreement signals a powerful commercial move by Audi, who will enter the sport in 2026, and underlines Formula 1’s status as a marketing juggernaut that attracts some of the world’s biggest corporate names.
The scale of the figures is striking. According to Bild, Adidas’s annual investment in Audi will be just €5 million less than the sum it pays to Mercedes, a team it joined as an official supplier at the start of the current campaign. For Audi, the partnership secures a high-profile ally as it looks to establish itself in a fiercely competitive paddock. For Adidas, it is an opportunity to further strengthen its already significant presence in Formula 1 by aligning itself with one of Germany’s most renowned car manufacturers.
The agreement was confirmed on Wednesday, with Audi and Adidas jointly presenting the partnership. Audi CEO Gernot Döllner described the collaboration as a continuation of decades of cooperation in sport. “Adidas and Audi are linked by decades of collaboration in elite sport, rooted in shared values and a commitment to inspiring performance. Our partnership in Formula 1 goes far beyond the pursuit of innovation and top performance; it unites the strengths and visions of two progressive brands”.
Adidas CEO Björn Gulden echoed this sentiment, describing the move as a ‘new chapter in motorsport’. He highlighted the symbolism of combining the three stripes and the four rings in the most glamorous setting in Formula 1, beginning in 2026.
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A German Superpower in the Making
Audi’s impending entry into Formula 1 is one of the sport’s most eagerly anticipated developments. In 2022, the manufacturer confirmed that it would join the grid under the new engine regulations set for 2026, which will see a greater emphasis placed on electrical output and sustainable fuels in hybrid power units. The project is being developed from Sauber’s foundations; the Swiss-based team is currently racing under the Stake F1 branding.
The team is set to compete as the official Audi works squad, with the company taking full control by the time the new rules come into effect. This strategy reflects the growing importance of Formula 1 for global manufacturers, who view the sport as a testing ground for new technology and a global platform for brand exposure.
Germany, a traditional powerhouse in motorsport and automotive engineering, has lacked a full-fledged works team since Mercedes announced its withdrawal at the end of 2024, handing control to INEOS with a reduced stake from Daimler. Audi’s arrival means that German fans, who have seen a decline in home drivers and events in recent years, will once again have a major national manufacturer to support.
Hülkenberg’s Role in the Project
Nico Hülkenberg, the ever-popular German driver, is at the heart of the Audi project. Currently racing for Haas, he confirmed earlier this year that he would be leaving the American team at the end of 2024 to join Sauber in 2025, effectively placing him in line for a seat when Audi officially debuts.
Hülkenberg has long been admired for his qualifying prowess and consistency, but has never stood on a Formula 1 podium. The Audi project therefore represents a final chance for him to cement his legacy. His experience, technical feedback and calm demeanour make him a valuable asset for a team being built from the ground up. It is expected that he will be paired with a younger, long-term prospect, giving Audi a blend of wisdom and future potential.
The Adidas partnership indirectly ties into Hülkenberg’s career arc. A German driver representing a German brand within a German works team creates a compelling narrative that marketers will be eager to exploit. After spending years moving between midfield teams, Hülkenberg is now at the heart of a project that embodies national pride and has significant financial backing.
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Adidas Expands Its Formula 1 Footprint
This deal also reflects Adidas’ broader motorsport strategy. The company already works with Mercedes, providing team kits and branded apparel. However, extending its reach to Audi will strengthen its grip on Formula 1’s growing global audience. Formula 1 has exploded in popularity in recent years, thanks in part to Netflix’s Drive to Survive and a wave of new races in the United States, the Middle East and Asia.
By 2026, Adidas will have high visibility in the paddock, with two major teams carrying its branding. The €25 million annual spend on Audi signals Adidas’ serious intent to dominate the Formula 1 apparel market, outpacing rivals such as Puma, which remains tied to Ferrari, and Castore, which outfits Red Bull.
In this sense, the Audi-Adidas deal is as much about cultural symbolism as it is about money. The four rings and the three stripes are globally recognised logos, and their union in Formula 1 is intended to convey a message of German engineering and design excellence.
Wheatley’s Enthusiasm
Jonathan Wheatley, the Audi team principal who spent nearly two decades working at Red Bull before taking the reins of the Audi project, welcomed the partnership as a major milestone. “This partnership unites two iconic brands – the four rings and the three stripes – on a global stage and represents another important step on our path to our Formula 1 debut.”
Wheatley’s involvement in the Audi project is significant in itself. Having overseen countless Red Bull race victories, championships and pit stop innovations, his experience will be invaluable as Audi prepares to enter one of the toughest competitive environments in sport. Securing major partners like Adidas validates the project and ensures a solid financial foundation.
Why the Numbers Matter
The reported €25 million annual figure is impressive and revealing. Sponsorship costs in Formula 1 have risen sharply over the last decade, reflecting the sport’s growing popularity. For comparison, some midfield teams operate with annual budgets in the €120–150 million range, meaning Adidas’ contribution alone would cover a significant proportion of a season’s costs.
The fact that the value of the Audi deal is almost equal to that of the Mercedes deal also suggests that Adidas sees Audi as a long-term investment rather than a risky newcomer. This is consistent with the trend in Formula 1 of corporate partners aligning with incoming manufacturers early on, securing an association before the first race car has even turned a wheel.
Broader implications for Formula 1
The partnership highlights Formula 1’s role as a marketing platform for not just carmakers, but also lifestyle and apparel brands. In recent years, the paddock has become as much of a fashion show as a racing arena, with collaborations between teams and high-end brands such as Tommy Hilfiger (Mercedes), Hugo Boss (Aston Martin) and Palm Angels (Haas).
Adidas’ decision to sponsor both Mercedes and Audi highlights the growing recognition that Formula 1 offers access to a younger and more international audience than traditional sports. As the sport expands into new markets, visibility of apparel in the paddock, grandstands and fan zones is becoming an increasingly lucrative investment.
MORE F1 NEWS – Norris attacks Verstappen and Monza race stewards
Lando Norris left the Autodromo Nazionale di Monza with more than just another podium finish under his belt. He also left with a fresh grievance with Formula One’s race stewards, and with Max Verstappen, too — not for the first time. The opening metres of the Italian Grand Prix on 7 September 2025 provided enough drama to fuel McLaren’s debrief for several days and enough colourful radio chatter to remind everyone that Norris is not afraid to speak his mind.
The McLaren driver had lined up alongside Verstappen on the front row, angling his car optimistically towards the first chicane. He got off to a sharp start, momentarily nosing ahead of the reigning champion. However, Verstappen, as he has done countless times before, closed the door with an uncompromising shove that left Norris scrabbling across the Monza grass. “What’s that idiot doing? He pushed me into the grass!’ was Norris’s immediate reaction over the team radio, his words providing a raw soundtrack to the early skirmish. For all the smiles off the track, when he has his helmet on, Norris is no stranger to bluntly assessing his peers.
After the race, he remained unconvinced. When asked whether Verstappen had left him enough space at the start, he offered a dry retort: ‘Well, all four wheels were off the track, so I’ll take that as a no. But I also expect that to some extent. I expect a tough defence on the limit.” He added, however, “I don’t think you can just push people into the dirt. He knew from the outset that I was beside him. I had the better launch, and he knew that too.” It was the classic Verstappen–Norris paradox: mutual respect laced with simmering frustration…. READ MORE
Clara Marlowe is a Formula 1 writer at TJ13 with over 15 years of experience in motorsport journalism, having contributed features to established sports magazines such as Evo, MCN, Wisden Cricket Monthly and other digital outlets.
Clara specialises in human-interest storytelling, focusing on the individuals behind the sport, including drivers, engineers, and team personnel whose roles are often overlooked in mainstream coverage.
At TJ13, Clara contributes long-form features and narrative-driven pieces that explore the personal and professional journeys within Formula 1. This includes coverage of career-defining moments, internal team dynamics, and the human impact of high-pressure competition.
Clara’s work brings depth and perspective to the sport, complementing news and analysis with stories that highlight the people behind the machinery.
Clara has a particular interest in how personal narratives intersect with performance, and how individual experiences shape outcomes across a Formula 1 season.
