Audi Secures Gillette as Global Partner Ahead of 2026 Debut
Audi signs a multi-year deal with Gillette, Braun, and Venus ahead of its 2026 F1 entry. The branding will debut at the team launch in Berlin this January.
Audi has significantly bolstered its commercial lineup by signing Gillette as a major global partner ahead of its highly anticipated Formula 1 entry. This multi-year agreement also includes Braun and Gillette Venus, with branding set to officially debut at the team's launch in Berlin this January.
Why it matters:
As Audi prepares to join the grid in 2026, establishing a robust portfolio of commercial partners is critical to funding and legitimizing its works team effort. Securing a globally recognized consumer giant like Gillette signals confidence in the German manufacturer's long-term commitment and potential to attract top-tier sponsors even before turning a wheel in competition.
The details:
- Strategic Alignment: Gillette becomes an official partner, featuring prominently on the race car and team assets. The deal emphasizes shared values of precision, technology, and high performance.
- Official Debut: The collaboration will be publicly unveiled during the Team Launch on January 20 in Berlin, marking a key milestone in the team's public-facing timeline.
- Executive Insight: Stefano Battiston, Chief Commercial Officer of the Audi Revolut F1 Team, highlighted the importance of partners with a global mindset supporting the project's long-term build-up. Gillette CEO Gary Coombe noted the strong parallels between high-performance motorsport and their own development standards.
- Fan Engagement: Beyond branding, the partnership promises joint marketing and fan activation activities throughout the season to deepen engagement.
Looking Ahead:
The partnership announcement comes as the team accelerates its on-track preparations. Following a recent shakedown in Barcelona where the four rings hit the track for the first time, Audi is gearing up for official testing from January 26 to 30. With the commercial side taking shape and track action beginning, the operation is rapidly transitioning from a project to a racing reality ahead of the 2026 season opener.