Jun 14, 2025; Montreal, Quebec, Canada; Kick Sauber driver Gabriel Bortoleto (5) during Qualifications at Circuit Gilles-Villeneuve. Mandatory Credit: David Kirouac-Imagn Images

formula-1

F1 Rumors- Is Audi F1 Going to Link Up with Adidas for 2026?

Are Audi F1 choosing this popular apparell brand to partner for the 2026 F1 season

Jun 14, 2025; Montreal, Quebec, Canada; Kick Sauber driver Gabriel Bortoleto (5) during Qualifications at Circuit Gilles-Villeneuve. Mandatory Credit: David Kirouac-Imagn Images

Formula 1 teams need partnership to sustain their racing ambitions. The costs of building competitive cars in Formula 1 rises every year. However, things are going to even more difficult for Audi in 2026. The German car manufacturer id going to take over Sauber for the upcoming season. The problem arises when they look at Sauber’s current performance.

Over the years, the current Kick Sauber F1 team has found many owners. Once it was competing for championships. It was also the team which gave Robert Kubica his first Formula 1 victory. In the past few years however, Sauber have lost their bearings. Mattia Binotto and Audi have to cover a huge gap in the upcoming season. The team is consistently last in the standings for the past seasons. Audi are looking forward to gain partners for their ambitious venture in 2026. The recent rumors point towards a key apparell manufacturer sponsoring Audi.

Audi F1 and Adidas Rumoured to Join Hands for 2026 Formula 1 Season

Adidas came to Formula 1 this year with big intention. Apparell brands are commonplace in Formula 1 racing. Puma has been the dominant king in the industry for a long time. Adidas are trying to topple over the monopoly of Puma. They are partnering with Mercedes for the 2025 Formula 1 season.

According to reports from Sports Business, Audi F1 is going to partner with Adidas for the 2026 Formula 1 season. Formula 1 teams are undergoing major changes in the upcoming season as many partnerships are coming to an end. Adidas already has a good influence in Formula 1.

Audidas, anyone? pic.twitter.com/VC7S7kh7vZ
— PlanetF1 (@Planet_F1) June 9, 2025

Lewis Hamilton is one of the drivers inclined towards Adidas. The seven-time champion was pleasantly taken back when he was informed about Mercedes’s decision to partner with Adidas.

According to his former team boss-

“Lewis said that it’s probably the sports brand with the most cultural relevance. He had a crying and laughing, I think, knowing that we were going to Adidas.”

Sauber have not released an official statement regarding Adidas’s arrival to the team. The rumors may or may not be true especially considering Puma’s influence in Formula 1. But, the fact that both Audi F1 and Adidas are from Germany might end up becoming a deciding factor in their deal.

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Rohan Singh

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I work as a Writer at The Playoffs specialising in NHL, Formula 1 and Motorsports. I got into online journalism a couple of years ago. I used to be an intern for a website managing their Formula 1 content and then I served an entire year as a contractual writer.