Adidas will pay Audi a lower sum compared to Mercedes in their Formula 1 deal.
"We are now aiming to achieve a breakthrough in the top tier."
12 September 2025 - 12:18
Audi's new collaboration with Adidas will have a lower value compared to the German sportswear company's simultaneous sponsorship with Mercedes. Earlier this week, Audi and Adidas announced a multi-year partnership that will establish the renowned German sportswear brand as the official apparel partner for Audi's upcoming Formula 1 team, which is set to debut in 2026 after acquiring Sauber. This agreement is similar to the one Mercedes established before the start of the 2025 season. According to Bild, Audi is expected to receive approximately EUR 25 million each year, which is five million less than the amount Adidas provides to Mercedes.
The German newspaper stated, "It's not surprising, considering that the Stuttgart-based brand has been among the leading teams in Formula 1 recently, clinching seven drivers' and eight constructors' championships between 2014 and 2021." Regardless, the partnership with Audi represents a significant achievement for the Ingolstadt manufacturer as it prepares for its return to Grand Prix racing with a fully operational team.
As part of this collaboration, a new Adidas-Audi F1 collection will be released globally in February 2026, featuring clothing, footwear, and accessories for fans in advance of the team's inaugural race. Audi CEO Gernot Dollner commented, "Adidas and Audi boast a long-standing history in elite sports. Together, we aim to make a significant impact in the top tier." Adidas CEO Bjorn Gulden remarked, "Introducing the four rings and three stripes to the paddock in 2026 marks a new chapter in motorsport. We are excited about it."
Other articles
Hamilton: I'll gradually build up speed in Baku.
Lewis Hamilton hopes for a successful showing at the next round in Baku, but adds that he will gradually pick up speed as the weekend progresses.
Ferrari is 'lacking leadership' as Elkann confronts a tax obligation.
Formula 1 | This week, Ferrari chairman John Elkann is making headlines beyond just Formula 1, as former president Luca di Montezemolo has delivered a sharp (…)
Max Verstappen: Racing is not just my profession
On Saturday, Max Verstappen will take part in qualifying and compete in the seventh round of the Nürburgring Langstrecken-Serie (NLS), the German touring-car endurance racing series...
German 'narrow-mindedness' criticized regarding Verstappen's permit.
Formula 1 | Ralf Schumacher has reproached German motorsport officials for putting Max Verstappen under pressure regarding his racing license for the Nurburgring. (…)
Cadillac hosts a 'virtual Monza Grand Prix' in anticipation of its F1 debut.
Formula 1 | Cadillac is intensifying its preparations for entering Formula 1 in 2026, having conducted a complete 'shadow race weekend' during last week's Italian Grand Prix at (...)
Adidas will pay Audi a lower sum compared to Mercedes in their Formula 1 deal.
Formula 1 | Audi's recent collaboration with Adidas will be valued lower than the German sportswear brand's concurrent sponsorship deal with Mercedes. Earlier this week, (…)