- Audi enters F1 aiming to turn Sauber into a winner by 2030
- Technology, scale and power are commercial drivers
- With Revolut, Adidas, and BP, Audi strengthens innovation to F1
The waiting is over.
After three years of preparation, the German automotive giant Audi will debut in Formula 1 next year.
With the takeover of the majority of Kick Sauber’s ownership, Audi aims to build a winning project with an innovative and ambitious mindset.
From finishing last in 2024 to scoring points, reaching eighth place on the grid.
The goal is clear.
To take one of the most humble teams in F1 to race wins and championships by 2030.
Now, imagine you are appointed Chief Commercial Officer of the new Audi F1 Team.
What would you do? How would you help Audi capitalize on this opportunity?
Let’s look at some of the answers from Stefano Battiston, Audi F1 Team’s Chief Commercial Officer, in an interview with Leaders.
Commercial structure. The area is formed by Marketing and Branding activities, including Live Marketing Experiences (hospitality and brand activations), Partnerships (acquisition and sponsorship activation), and Purpose (alignment with the brand’s vision and values).
Priorities on the agenda. The main focus is on meeting potential and existing partners weekly, planning GP weekend activations, and aligning progress with top management and the technical area. Currently, in Q4, the team is defining goals, budgets, and plans for next season, including Adidas’ 2027 collection.
A multi-brand powerhouse. With the mission of creating a premium and clean platform for sponsors, Audi seeks not only to connect partners but also to offer a business engine that drives engagement and business impact. Adidas recently joined to provide cutting-edge technology and culture-shaping design.
Revolut title sponsorship. Audi looked for the same challenger spirit, global ambition, and drive for progress. Revolut is not only a challenger in banking, accelerating towards 100 million customers, but also aims to connect with a new generation of motorsport fans through its global, digital, and technological potential.
Audi F1 Team positioning. The main goal is to bring the charisma and power of the iconic four rings to F1, staying loyal to Audi’s motto “progress through technology.” This translates into becoming an innovation hub for partners, co-creating solutions, and positioning itself as a premium challenger team.
Building a winning culture. Establishing a challenger mindset among 700 employees is essential for Audi’s ambitions, especially with a workforce that has practically doubled in size. Sauber’s only Grand Prix victory took place in 2008, during its four-year ownership by BMW.
Attracting and retaining fans. In a content-saturated environment, the relationship with fans is driven by data analysis and surveys. Recognizing Audi’s global strength, the ambition is that every Audi car owner becomes an Audi F1 fan. So far, the F1 community has shown strong interest.
Defining success clearly. Most potential sponsors ask not only how success will be achieved but also how it will be measured. As an F1 deal is often the largest sponsorship investment in brands’ portfolios, the Audi F1 Team’s commercial department dedicates significant effort to demonstrating how CMOs can defend the sponsorship KPIs to their top management.
In-house vs agencies. Starting with 12 people and now growing to 45, including the sales team, the commercial department seeks a balance between local relevance and global scale through agencies. Audi F1 Team works with one agency in Europe and another in the US to successfully cover both territories. Revolut, Adidas, and BP are its top sponsors.
One of Stefano’s key points is acknowledging that we are in the people business.
This means going where your partners are. Travelling. Talking. Brainstorming.
Sponsors will be crucial in Audi’s mission to enter F1, co-creating a project that unmistakably feels, breathes, and looks like Audi.
The four rings are here to disrupt F1, one partnership at a time.
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