Two major sports brands compete to work with Audi
The German automaker continues to stir up excitement. According to the latest reports, sports brand giants Adidas and Puma are in competition to join forces with the future F1 team.

The Audi project continues to stir up the Formula 1 paddock. After recruiting Jonathan Weathley, sports director at Red Bull and present in the Austrian team for 18 years, the future Formula 1 team is on the verge of securing a major sponsorship deal. According to reports, Adidas and Puma are currently competing to partner with Audi. The three stripes brand could have the upper hand in discussions to appear on the team’s future clothing.
Several partnerships already announced
If the rumors are confirmed, Audi would thus conclude a second strategic partnership after the one with the oil giant BP. The company will develop a specific synthetic fuel meeting the standards imposed by the FIA, requiring it to be manufactured to reduce greenhouse gas emissions by 65%. This collaboration also includes Castrol, a BP subsidiary, in charge of producing lubricants for Audi’s turbo V6 engine. They will also produce fluids adapted to electric vehicles for the engine and battery, different from those currently used.
Some sources, like SportBusiness, reveal that discussions between Audi and the German company Adidas are very advanced and could quickly lead to an agreement. Adidas plans to partner with two Formula 1 teams. For several weeks now, rumors have been intensifying about the potential replacement of Puma by Adidas as the sponsor of Mercedes.
The popularity of Formula 1 comes into play
The CEO of the company, Bjorn Gulden, had explained earlier this year the reasons that led his company to want to enter the world of Formula 1. The three races in the United States brought great visibility and interest for this sport, even in the United States, and Formula 1 is a big deal, read the statement. Most of the contracts in F1 concerning technical sponsors expire in 2026. We are in discussions with several teams, and the plans are so advanced that I cannot say anything. We will do it as soon as we can, Bjorn Gulden had declared to the German magazine Bild.
The growing interest in Formula 1 worldwide has led Adidas to want to get in touch and initiate negotiations with Mercedes and Audi. Popularized by the actions of Liberty Media to broadcast this sport across the Atlantic, the discipline has conquered. The German brand created by Adolf Dassler also tried to partner with Red Bull. The team ultimately decided to continue with Castore, a British company specializing in the manufacture of sportswear and which also has an agreement with McLaren.
According to reports, Puma is also interested in joining Audi. RacingNews365 reports that the brand, a current partner of Ferrari, has entered into discussions with the German manufacturer to secure a deal estimated at $30 million per year. Audi, which has already restructured its organization chart with the arrival of Mattia Binotto, is therefore preparing to experience a pivotal moment for its future thanks to the acquisition of a new sponsor. This financial contribution will allow Audi to approach its future more serenely, a valuable asset for a team whose project still has many challenges to overcome in order to be ready by 2026.