Audi F1 Bolsters 2026 Entry with Strategic Partnerships for Global Logistics and Brand Outreach

Audi, the German automotive giant preparing for its highly anticipated Formula 1 debut in 2026 through the acquisition of the Sauber team, has announced two significant multi-year partnerships aimed at strengthening its operational capabilities and global brand presence. The agreements, one with intelligent travel and spend platform Perk and another with Visit Qatar, underscore Audi’s meticulous approach to building a competitive F1 team from the ground up, focusing on both internal efficiency and international engagement.

The partnership with Perk designates the tech firm as Audi’s official work automation partner. Perk’s intelligent tools are set to play a crucial role in streamlining the complex logistical operations inherent in Formula 1’s demanding global calendar. With races spanning continents and requiring the rapid deployment of hundreds of personnel and tons of specialized equipment, the efficiency of travel and expense management is paramount for any F1 team. The Perk logo will be visible on various team assets, signifying its integral role within the team’s infrastructure.

Jonathan Wheatley, the team principal, articulated the critical nature of this collaboration, stating, "We’re thrilled to welcome Perk as our partner. Behind every race is an immense logistical effort, and with Formula 1’s demanding global calendar, that requires precise travel management for hundreds of people, the scale and complexity of operations are immense." He further emphasized the marginal gains philosophy prevalent in motorsport, adding, "Every little detail matters; everything and everyone contributes to winning. Perk’s technology brings intelligence and efficiency to one of the most demanding parts of our operation, empowering our teams to operate with maximum focus, performance and precision."

The F1 calendar, which has expanded significantly in recent years, presents an unparalleled logistical challenge. The 2024 season, for instance, features 24 Grand Prix events, often with back-to-back races on different continents, necessitating rapid relocation and setup. This includes not just the race cars themselves but also a vast contingent of engineers, mechanics, strategists, hospitality staff, and operational personnel, along with sensitive technical equipment, spare parts, and bespoke tools. Managing travel arrangements, accommodation, and expenses for such a large and dynamic workforce across diverse international regulations and time zones is a monumental task. Perk’s platform is expected to automate many of these processes, providing real-time data, optimizing routes, managing budgets, and ensuring compliance, thereby freeing up valuable team resources to focus on performance on track.

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Avi Meir, CEO and co-founder of Perk, expressed enthusiasm for the alliance, drawing parallels between the ambitions of both entities. "The future Audi F1 Team embodies what we stand for at Perk: ambition backed by action. As we enter a new era at Perk, disrupting the industry and transforming how people and companies work, there’s no better team to partner with than the future Audi F1 Team," Meir commented. He concluded by affirming Perk’s commitment: "We’re proud to support the team in powering real work and helping them focus on performing at their best on track." This sentiment underscores the strategic alignment between a tech company aiming to innovate business travel and a racing team pushing the boundaries of engineering and operational excellence.

Beyond operational efficiency, Audi’s preparatory phase for F1 also includes a strong focus on global brand building and fan engagement. This is evident in the second recently confirmed partnership with Visit Qatar, which will become a principal partner from 2026. This collaboration extends beyond traditional sponsorship, with Visit Qatar actively working to enhance hospitality experiences both within the exclusive F1 paddock and through online platforms, offering fans unique opportunities to connect with the rich heritage and culture of Qatar.

The inclusion of Visit Qatar as a principal partner reflects Formula 1’s increasing footprint in the Middle East and the region’s growing importance as a hub for major international sporting events. The Qatar Grand Prix has, since its debut in 2021, quickly established itself as a significant fixture on the F1 calendar, hosted at the Lusail International Circuit. This partnership positions Audi F1 Team at the forefront of leveraging F1 as a platform for cultural exchange and tourism promotion, aligning with the broader trend of F1 fostering connections between host nations and a global audience.

Wheatley highlighted the synergy between the F1 calendar’s expansion into the region and this new partnership: "The Qatar Grand Prix has grown into a valued destination on the F1 calendar. Welcoming Visit Qatar as a partner and bringing Qatar’s unique blend of culture, warmth, and innovation to F1 fans around the world is a natural next step to highlight what makes this country such a remarkable destination." He further outlined the scope of engagement: "Through unique fan events, cultural showcases, and digital experiences, we are excited to partner with Visit Qatar to foster global cultural connections, built through the platform of Formula 1." This indicates a comprehensive strategy to engage fans beyond the racetrack, utilizing digital media and bespoke events to create immersive experiences that showcase both the team and the destination.

Audi’s journey into Formula 1 has been a carefully orchestrated strategic move, announced officially in August 2022. The brand’s commitment involves developing its own power unit, a V6 turbo-hybrid engine compliant with the new 2026 technical regulations that emphasize sustainable fuels and increased electrical power. This engine development is taking place at Audi Sport’s state-of-the-art facility in Neuburg an der Donau, Germany, a significant investment demonstrating Audi’s long-term dedication to the sport. The acquisition of Sauber Motorsport AG, which currently operates as Stake F1 Team Kick Sauber, is a phased process, with Audi expected to complete its full takeover by 2026.

Sauber, a venerable name in Formula 1, boasts a rich history dating back to 1993. Over its three decades in the sport, the Swiss-based team has provided a platform for numerous talented drivers, including Kimi Räikkönen, Felipe Massa, and Robert Kubica, and has operated under various guises, including as BMW Sauber. In recent seasons, operating with more limited resources compared to manufacturer-backed outfits, Sauber has consistently aimed for midfield positions, occasionally challenging for points. The transition to becoming a full Audi works team represents a transformative period for the Hinwil-based operation, promising significant investment, enhanced technical capabilities, and a renewed drive for competitive success at the highest level of motorsport. The current driver lineup, featuring Valtteri Bottas and Zhou Guanyu, continues to navigate the challenges of the present era while the team prepares for its future identity.

These newly announced partnerships with Perk and Visit Qatar are integral components of Audi’s broader strategy to establish itself as a formidable force in Formula 1. They address critical aspects of team operations and global marketing, laying down foundational elements even before the first Audi-branded car hits the track in 2026. By securing advanced logistical support and fostering significant international brand partnerships, Audi is demonstrating a comprehensive and proactive approach to its F1 entry, signaling its intent to compete at the pinnacle of motorsport with precision, efficiency, and a truly global outlook.

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Jonas Leo: Jonas Leo is a passionate motorsport journalist and lifelong Formula 1 enthusiast. With a sharp eye for race strategy and driver performance, he brings readers closer to the world of Grand Prix racing through in-depth analysis, breaking news, and exclusive paddock insights. Jonas has covered everything from preseason testing to dramatic title deciders, capturing the emotion and precision that define modern F1. When he’s not tracking lap times or pit stop tactics, he enjoys exploring classic racing archives and writing about the evolution of F1 technology.