The German newcomer in Formula 1 is not just participating to compete, but with a clear intention to win and establish a lasting presence. The team, formed after the full acquisition of the Sauber team in March 2024, is preparing for its official debut. Juan Eseverri, Vice President in charge of partnerships, emphasized in an interview with Palco23 that, “Audi does not enter F1 just to be there, but to win and build something that lasts for many years.”
Building a premium ecosystem of partners
The team has assembled a network of premium partners, including major names such as Revolut as the main sponsor, along with Adidas, Gillette, Hyatt, and ElevenLabs. These brands were chosen for their global vision and ambition.
Eseverri explains that “these are companies with a global vision and ambition” and that “they understand that Formula 1 is not just a logo on a car, but a global platform to grow, innovate, and showcase who they are as a brand in the world’s most demanding environment.” Audi is not seeking simple sponsors, but genuine partners fully integrated into the project and aligned with the brand’s values. “Audi does not want mere sponsors, but partners” who help write a lasting story together.
The role of Legends Global and the focus on the U.S. market
One of the biggest challenges was resisting the pressure to overcrowd the car with too many logos. Eseverri admits that “one of the most complex things was not to fill the vehicle too soon.” Despite overwhelming interest from many potential partners, the team rejected numerous proposals that did not fit Audi’s narrative and identity. “Knowing when to say no is as important as knowing when to say yes,” he stresses, emphasizing the need to prioritize quality and long-term consistency over immediate gains. The temptation to “run before walking” was deliberately avoided.
The collaboration with Legends Global played a decisive role, combining the company’s U.S. expertise in sports like football and soccer with Audi’s internal knowledge of Formula 1. Around 60% of F1 sponsorship revenue comes from the United States, and this partnership helped create one of the strongest commercial teams, focused on long-term, premium partners.
What brands look for in Formula 1 today
Companies want to belong to an exclusive club of only 11 teams, turning every partnership into a unique and valuable opportunity. They aim to tell credible stories to a massive global audience, sharing with clients, employees, and investors their contribution to a project that competes in the most technologically advanced sport, across five continents, at speeds over 300 km/h, where every thousandth of a second counts.
Eseverri highlights that “if I can do this in F1, imagine what it can do for your business.” Moreover, Formula 1 offers unforgettable experiences worldwide: “when a brand manages to create that memory, the connection stops being commercial and becomes emotional.”
Audi’s unique value proposition
Audi presents itself as one of the most respected and beloved brands globally, part of the world’s largest automotive group (Volkswagen), with a track record of victories and revolutionary innovations in every competition it has entered. The most recent example is its Dakar victory with an electric vehicle, a first in history. “Audi comes to Formula 1 to win and to push the competition even further if possible.”
Sustainability remains central to the strategy: the entry coincides with new regulations that increase the electric component, allowing innovations to transfer from track to real-world mobility. Drivers are an important asset to “humanize” the brand and generate visibility, but they must be integrated into a strong, lasting team narrative: “the smart approach is to integrate the driver within a team and brand story.” Finally, in Formula 1, the limit is not financial, but creative: “as long as it continues to reinvent itself in format, audience, and technology, the ceiling will keep rising.” Everything revolves around emotion: “sport is emotion.”
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