Following the news that Audi will join F1 as a team in 2026;

Conrad Wiacek, Head of Sport Analysis at GlobalData, a leading data and analytics company, offers his view:

“Audi joining Formula One as a team from 2026 is not only a significant shift in strategy for the German automotive manufacturer, but also a coup for F1 and highlights just how successfully the series has managed to shift perceptions with younger audiences.

“The car manufacturer’s existing sponsorship portfolio, which has a total value of over $575 million, with most of the value tied into its partnership with Bayern Munich, has targeted popular sports such as soccer but also sports which resonate with younger audiences, such as Esports. With F1 managing to attract a younger audience through its Netflix partnership, as well as through its innovative use of social media, alongside growing a new audience in the US, the appeal for Audi is obvious.

“The company already has numerous partnerships across the US in soccer with deals in place with Orlando City, DC United, New York Red Bulls and Sporting Kansas City, and will be looking to replicate the success its rival Mercedes Benz has had in the sport. With Mercedes F1 generating over $143 million in sponsorship revenue annually in F1, not only will this move provide Audi a global footprint through the sport, but also the opportunity to develop new partnerships with leading technology and partner brands and should not be underestimated.”