Adidas expands Formula 1 presence by partnering with Mercedes and Audi, boosting German branding in motorsport’s elite championship.
Audi is expected to enter Formula 1 next year featuring the Adidas logo and a red and black livery.
This is according to fairly reliable rumors circulating in Barcelona, indicating that Mercedes F1 is set to share its partnership with Adidas with another German brand.
The deal is finalized and is expected to be announced in the coming weeks. For Adidas, this marks its second most significant contract in just a few months.
This means that Nico Hülkenberg, already with Sauber as the team transitions to Audi branding from 2026, will be a German driver wearing German gear and racing for a German brand.
Audi is expected to receive around €25 million from Adidas next year, compared to the €30 million announced for Mercedes. Adidas will need to adapt to the red and black colors of Audi F1’s anticipated livery next year.
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