The upcoming Audi Formula 1 (F1) racing team has strengthened its commercial lineup by adding the Visit Qatar tourism body as a new principal partner ahead of its inaugural season (2026) on the grid.
The new partnership, announced ahead of this year’s Qatar Grand Prix (held yesterday), will come into effect ahead of next year's F1 campaign, which will see Audi debut after replacing the Sauber team.
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Visit Qatar’s principal partner status places the tourism authority in Audi’s top sponsorship tier, gaining prominent branding in the Audi F1 race car, driver suits, team apparel, garage, and all digital platforms.
The pair will also collaborate on travel promotions, international tourism campaigns and premium fan experiences around key race weekends on the F1 calendar.
Jonathan Wheatley, Audi F1’s team principal, has said: “The Qatar Grand Prix has grown into a valued destination on the F1 calendar.”
“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 F1.”
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By GlobalDataThe partnership offers Visit Qatar wide visibility beyond the singular Grand Prix weekend in Doha, enabling the brand to reach the sport’s international fanbase.
It also further strengthens the relationship between F1 and the Qatar Investment Authority (QIA), which previously acquired a substantial minority stake in the Sauber-run operation, which will become the Audi works team.
Abdulaziz Ali Al-Mawlawi, chief executive of Visit Qatar, added: “Formula 1 offers a powerful platform, and this collaboration enables us to present Qatar’s culture, hospitality, and modern appeal to audiences worldwide.”
The agreement also adds to Visit Qatar’s fast-growing list of sports sponsorships, which includes the Qatar GP and Professional Triathletes Organization, as well as previous deals covering soccer’s flagship FIFA World Cup in 2022 and UEFA European Championships in 2024.
The multi-faceted commercial deal with Qatar Investment Authority adds to Audi F1’s growing list of lucrative sponsors, including international banking and payments startup Revolut, which will act as title sponsor from the 2026 season, gaining top-line branding over the entire team.
Audi acquired 100% of Sauber in 2024 and has since named several commercial partners to support its relaunch, including oil and gas giant BP.
The team’s commercial partnership operations are being managed by premium experiences and retail agency Legends, which is building out Audi’s portfolio.
Along with Visit Qatar, the Audi F1 team also announced travel and spend management platform Perk as its official work automation partner.
The new partnership will see the Perk logo feature on designated team assets, while the team will use Perk's platform for its travel bookings, expense management, and invoice processing.
Wheatley said: "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.
"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 current 2025 campaign is coming to a close with next week's season-ending Abu Dhabi GP, where McLaren's Lando Norris and Oscar Piastri, alongside Red Bull's Max Verstappen, will all battle for the driver's title.
The 2026 F1 season kicks off with the Australian GP on the weekend of March 6 to 8, meanwhile.
