Audi Strengthens F1 Ties with Qatar, Visit Qatar Becomes Principal Partner
Audi's future Formula One team is strengthening its ties with Qatar, as Visit Qatar becomes a principal partner to promote the nation as a global sports and tourism hub. This follows the Qatar Investment Authority's stake in Sauber and aligns with Audi's 'premium partner' strategy. Separately, Qatar Airways has expanded its partnership with Alpine, now including their F1 Academy team and Carmen Jorda as ambassador, underscoring Qatar's growing influence across all levels of motorsport.
The Audi Formula One team and the Qatar Investment Authority (QIA) are deepening their strategic relationship, with Visit Qatar officially becoming a principal partner ahead of the 2026 season. This move further solidifies Qatar's ambition to be a global sports and tourism hub, particularly within the Formula 1 landscape.
Why it matters:
After acquiring a 30 percent stake in Sauber last December—the team transitioning to Audi's works outfit in 2026—QIA's enhanced partnership with Visit Qatar highlights a significant financial and strategic alignment. This partnership underscores Qatar's commitment to F1 and its broader goal of promoting the nation as a premier destination for major sporting events and tourism, leveraging the sport's global reach.
The details:
- Principal Partnership: Visit Qatar is now the principal partner of the future Audi Formula One team, a deal centered on promoting Qatar's culture, hospitality, and modern appeal to a global F1 audience.
- Strategic Alignment: This move follows QIA's acquisition of a reported 30 percent stake in the Sauber Formula One team, which will officially become the Audi works team in 2026.
- Promoting Qatar: The partnership aims to showcase Qatar as a leading destination for sport and tourism, building on its history of hosting the Formula 1 Grand Prix since 2021.
- Fan Engagement: The collaboration will include unique fan events, cultural showcases, and digital experiences to foster global cultural connections through Formula 1.
- Perk Partnership: Separately, the future Audi team has also secured a multi-year partnership with Perk, a travel and expense management company. Perk's AI-powered platform will automate tasks like travel bookings and expense management, with its logo featured on team assets.
- Audi's Commercial Approach: This aligns with Audi's strategy for a "clean, clear, crisp outlook" in F1, focusing on premium partners and a 'clean car' aesthetic, as outlined by team principal Jonathan Wheatley.
The big picture:
Qatar is rapidly expanding its influence in Formula 1. Beyond the Audi partnership, Qatar Airways has extended its existing deal with the Alpine Formula One team. This expanded partnership now includes Alpine's F1 Academy entry, with racing driver Carmen Jorda appointed as the head of Alpine's F1 Academy program and a Qatar Airways ambassador. This further emphasizes Qatar's long-term investment in motorsport, encompassing both top-tier racing and grassroots development.
What's next:
- As the Audi team prepares for its 2026 debut, expect to see more co-branded activations and fan engagement initiatives from Visit Qatar, aiming to boost tourism to the Gulf state.
- The expanded Qatar Airways-Alpine partnership, particularly with Carmen Jorda's involvement, will focus on promoting diversity and empowerment within motorsport, especially through the F1 Academy. This could set a precedent for future collaborations between F1 teams and national entities looking to broaden their impact.