Audi enters Formula 1 in 2026

Audi’s long-awaited entry into Formula 1 is now locked in for 2026, marking one of the most significant manufacturer commitments the sport has seen in years. With a full factory team, a new hybrid power unit, and major backing from Qatar’s sovereign wealth fund, Audi is positioning itself to become a long-term force in the sport. For brands exploring fresh sports partnerships and global sports advertising, this moment opens new doors across motorsport, football, combat sports and more.

A new era for Audi and Formula 1

Formula 1’s move towards advanced hybrid engines and sustainable fuels created the perfect window for Audi to join the grid. The 2026 regulations keep the V6 engine but increase electrical output and commit the sport to fully sustainable fuels. These changes gave Audi the confidence to enter with its own power unit, developed at its Neuburg facility in Germany.

The company has already built dedicated engine test benches, electric motor labs, and battery development areas. With the FIA introducing a cost cap for power unit suppliers and Formula 1 targeting a Net Zero Carbon future, Audi sees the sport as the ideal platform for innovation.

To understand the wider financial and cultural shift behind moves like this, readers may also enjoy Impact of Sport on the Global Economy.

From Sauber to a full factory team

Audi now owns 100 percent of Sauber, completing the takeover in early 2025 and rebranding the Swiss-based team for its 2026 debut. Backing from the Qatar Investment Authority has accelerated development, adding financial strength, long-term strategy, and a global vision to the project.

This investment places Audi alongside other major motorsport powerhouses and ensures the team enters Formula 1 with strong infrastructure and leadership. It also builds on Qatar’s growing involvement in global sports, including football, padel, and motorsport.

For brands, this shift presents increased visibility and a fresh entry point into F1 sponsorship, similar to opportunities described in Get Your Brand Racing with Formula 1 Car Sponsorship.

What Audi brings to the grid

Audi enters Formula 1 with three major advantages.

Strong technical base

The Neuburg technology centre is already building the hybrid power unit. This marks the first time in more than a decade that an F1 engine will be developed in Germany, strengthening the sport’s engineering diversity.

A sustainability-driven vision

Audi has emphasised its support for F1’s shift to cleaner fuel and reduced emissions. This shared focus is an important message for brands prioritising environmental responsibility in their campaigns.

Long-term investment

By securing major capital through the Qatar partnership, Audi is building a team designed to climb the competitive order steadily. The goal is not a one-season splash but a multi-cycle commitment.

Why Audi’s arrival matters for brands

Formula 1 remains one of the strongest global advertising platforms, scaling across Europe, the Middle East, Asia, and the Americas. With Audi joining the grid, brands now have an additional avenue for sports partnerships, activations, and integrated marketing across digital, trackside, and team assets.

F1 is also becoming a magnet for wider sports crossovers. Football stars such as Lionel Messi and Cristiano Ronaldo continue to dominate global influence as they approach what could be their final World Cup cycle, and brands increasingly blend football and motorsport audiences to maximise attention. You can explore more opportunities on our dedicated Motorsport and Football pages.

For companies exploring wider ambassador work beyond motorsport, our list of global sports personalities is a great starting point.

Opportunities for brands entering Formula 1

Here are several pathways brands can explore as Audi prepares for its 2026 debut:

Team partnerships

New entrants tend to offer fresh inventory at competitive levels. From car branding to driver suits to hospitality, Audi’s opening seasons could be a prime moment for strategic deals.

Hybrid digital activations

Fans increasingly consume Formula 1 across social media, live streams, and behind-the-scenes content. Brands can integrate messaging across multiple digital platforms.

Cross-sport synergy

Brands already active in football or UFC can connect campaigns with motorsport to create unified global storytelling. For inspiration, look at multisport advertising trends in How Brands Win with Multisport Collabs.

How we help brands step into motorsport

At World Sports Advertising, we help brands break into sports advertising with clear planning, global reach, and straightforward execution. Our team works directly with rights-holders, racing teams, and ambassador networks to help mid-level brands scale internationally.

You can explore the wider world of Formula 1 advertising here

Formula 1 Advertising or speak with our team directly through our contact page.

FAQs

Q1. What does Audi joining Formula 1 mean for brands?

Audi’s arrival creates new openings for sports partnerships across team sponsorship, digital activations, and global advertising campaigns.

Q2. When will Audi race in Formula 1?

Audi will compete from the 2026 season with its own hybrid power unit and a fully restructured factory team.

Q3. Why are manufacturers entering Formula 1 again?

New engine rules, sustainable fuels, and cost controls have made the sport more attractive for long-term investment and innovation.

Q3. How can brands advertise in Formula 1?

Brands can partner with teams, sponsor race assets, activate through ambassadors, or work with agencies like ours to craft a complete sports advertising strategy.