The upcoming Audi Formula 1 (F1) motor racing outfit has further bolstered its commercial lineup after adding Munich brewery Paulaner as an official supplier of the team.
The deal will center around Paulaner’s non-alcoholic Weissbier 0.0%, with the pair creating “experiences that bring fans closer to the team” from the 2026 F1 season, which will see Audi debut after replacing the Sauber team.
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Jörg Biebernick, CEO of the Paulaner Brewery Group: “We are very proud to partner with the future Audi F1 Team and excited to open a new chapter on an international stage.
“This cooperation underscores our long-term commitment to combining pleasure, quality, and responsibility in professional sports. We look forward to bringing our plans to life and introducing Paulaner to a new generation of motorsport fans.”
The deal adds to Audi F1’s growing list of lucrative sponsors, including the Visit Qatar tourism body, which has become a principal partner, as well as international banking and payments startup Revolut, which will act as title sponsor from the 2026 season, gaining top-line branding over the entire team, and spend management platform Perk.
The team’s commercial partnership operations are being managed by premium experiences and retail agency Legends, which is building out Audi’s portfolio.
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By GlobalDataMeanwhile, the Haas F1 team has announced a new partnership with international exchange broker IC Markets.
The new multi-year deal sees IC Markets become the team’s official FX Trading partner, with the company’s branding to feature across the nose, front wing, halo, and cockpit headrests of the VF-25 race car, starting with yesterday’s Abu Dhabi GP and continuing in the 2026 season.
Tony Philip, Chief Marketing Officer at IC Market, said: “Formula 1 is the perfect expression of precision, discipline, and performance under pressure, qualities that resonate deeply with IC and with the traders we serve around the world.
“This partnership marks an important milestone in our global growth strategy. Alongside it, we are also rolling out a timely refresh of our logo and visual identity, a small but meaningful step as we embark on the next chapter of the IC journey.”
The latest partnership comes days after Haas F1 announced Toyota Gazoo Racing (TGR), the motorsports arm of the Japanese car manufacturer, as its new title sponsor from next season.
TGR is replacing existing title sponsor MoneyGram, the digital payment firm, and will also continue as a technical partner of the team, having held the designation since 2024.
Elsewhere, the Renault-owned BWT Alpine F1 Team has added cloud-based talent management platform Avature.
The partnership, which was struck ahead of the season-ending 2025 Abu Dhabi Grand Prix yesterday, sees Avature become the team’s AI platform partner for human capital management, with Avature branding set to appear on the Alpine A526 race car next season.
The BWT F1 Alpine team will gain access to Avature’s platform, which provides human resource teams with tools to design customized talent management systems, which the team will use across all its employees.
Guy Martin, global marketing director for the BWT Alpine F1 Team, said: “BWT Alpine Formula One Team and Avature align completely on the value our team members offer as part of a Formula One team.
“Each hard-fought result on the track, parts deadline in the factory, and ‘eureka moment’ in the design office comes from the impressive staff we have at our disposal. It is imperative that we add to our existing pool of talent, and thanks to Avature’s expertise, we can achieve this together.”
The current 2025 campaign ended yesterday with the Abu Dhabi Grand Prix, which saw McLaren’s Lando Norris win the driver's title in a tight three-way race.
The 2026 F1 season kicks off with the Australian GP on the weekend of March 6 to 8 next year.
