Audi F1 Secures NinjaOne and Hyatt as Latest Partners Ahead of Debut
Audi F1 has signed multi-year partnerships with software firm NinjaOne and hotel chain Hyatt. These deals add to their growing portfolio as they prepare for their debut season.
Audi’s Formula One project continues to build its commercial foundation with the announcement of two major US-based partners, software firm NinjaOne and hospitality giant Hyatt. These multi-year agreements underscore the team's strategy of prioritizing high-value, strategic collaborations over sheer volume as they approach their debut season.
Why it matters:
As Audi prepares to enter the grid, they are deliberately avoiding the "sticker book" approach common in the sport. By selecting partners that offer tangible technical and operational value—like advanced IT infrastructure and premium hospitality—the team is signaling a focus on operational excellence and brand prestige. This selective strategy aims to create a premium identity that aligns with Audi's corporate philosophy rather than simply filling space on the car bodywork.
The details:
- Tech Integration: NinjaOne becomes the official endpoint management and SaaS backup partner. They will streamline Audi's IT operations, merging factory and trackside systems into a single console for better visibility and control.
- Fan Experience: Hyatt steps in as the official hospitality partner. Through the World of Hyatt loyalty program, members will gain access to exclusive F1 experiences during race weekends, bridging the gap between luxury travel and motorsport.
- Financial Muscle: NinjaOne brings significant commercial weight, having surpassed $500 million in annual recurring revenue and achieving a $5 billion valuation in early 2025.
The big picture:
These deals highlight Audi's intent to leverage F1's growing popularity in the US market. Both partners are American entities, reflecting the strategic importance of the States for the sport's future expansion. Furthermore, CCO Stefano Battiston emphasized that these partnerships are built on shared values of performance and long-term thinking, reinforcing the narrative that Audi is building a sustainable, top-tier operation rather than just a racing team.