F1 | Audi secures sharp new partner with Gillette deal

The Audi Revolut F1 Team welcomes Gillette as its new official partner. Audi continues to build its Formula 1 project, announcing a major new partnership ahead of its debut in the sport. The team has officially signed a multi-year strategic agreement with Gillette, which will join the squad as an official partner starting from the 2026 season.

The deal also involves Braun and Gillette Venus, two iconic brands from the P&G group, creating a collaboration that combines engineering precision, high performance, and technological innovation on a global stage such as Formula 1.

Precision and performance at the heart of the partnership

At the core of this agreement is a shared vision. On one side is the extreme attention to detail required in the development of a Formula 1 car, and on the other, the pursuit of maximum precision in the design of blades and personal care devices. Both worlds are driven by a constant focus on technical excellence and functional design.

For more than a century, Gillette has been a benchmark for innovation in grooming, establishing strong ties with high-level sports along the way. This journey aligns naturally with the ambition of the Audi Revolut F1 Team to assert itself at the very top of motorsport from its very first season on the grid.

The added value of Braun and Venus

The partnership is further strengthened with the inclusion of Braun, creating a link between two German brands that symbolize quality and engineering. Braun’s design heritage and premium approach closely reflect Audi’s technical philosophy, making the collaboration authentic and coherent.

The presence of Gillette Venus adds a complementary dimension, aiming to engage a broader, inclusive audience, and attracting younger generations, including a female audience, to the world of Formula 1 through targeted initiatives.

Integrated branding and global activations

Similar to what is happening with KitKat, throughout the season, Audi’s partners will collaborate on integrated branding activities, dedicated products, retail initiatives, and fan experiences, going beyond the traditional confines of the racetrack.

The Gillette brand will be visible on the car and across the team’s official assets. To avoid controversy similar to that caused by Revolut on Ferrari, the Gillette logo will be fully integrated into the car’s livery, which will be showcased at the Berlin presentation on January 20.

Comments from the key figures

Stefano Battiston commented on the agreement:
“Gillette is one of the most iconic brands in the history of sports marketing, with a tradition built on authentic connections with fans around the world. Bringing Gillette, together with Braun and Venus, into Formula 1 is a strong statement and a natural choice. We share the belief that engineering excellence and design can inspire emotions and trust. This collaboration will help us elevate the fan experience in a significant way,” explained the Chief Commercial Officer of Audi Revolut F1.

“We are excited to announce the partnership with the Audi Revolut F1 Team as it prepares to compete at the top level of motorsport,” added the CEO of Gillette. “We are inspired by the team’s long-term vision and proud to be part of its journey from the very beginning. This collaboration gives us an extraordinary platform to showcase the quality and performance of our brands globally. With Gillette blade technology and Braun’s advanced electrical engineering, we see clear parallels with the team’s philosophy and our pursuit of uncompromising performance,” concluded Gary Coombe.

With the addition of Gillette, Braun, and Venus, the Audi Revolut F1 Team adds another key piece to its strategy, strengthening its global presence and the identity of the project as it prepares for the new era of Formula 1.