Audi has officially announced a major partnership with Visit Qatar, a subsidiary of the Qatar Ministry of Sport, as it prepares to enter the world of Formula 1 (F1) in 2026. This significant collaboration marks a milestone in Audi’s journey to F1, with the German automaker set to become the fifth engine manufacturer in the sport.
The partnership with Visit Qatar is a multi-year agreement that will see the tourism board become a principal partner of the Audi F1 team. As part of the deal, the Visit Qatar logo will feature prominently on the team’s cars, drivers’ overalls, and other team assets. The partnership aims to promote Qatar as a global tourist destination, leveraging the massive global audience that F1 attracts.
Audi’s entry into F1 is a significant move for the brand, as it seeks to compete with established manufacturers like Mercedes, Ferrari, and Red Bull. The company has already begun developing its F1 power unit, which will be designed and built at its Neuberg facility in Germany. Audi has also announced that it will be partnering with Swiss-based Sauber to form its F1 team, which will be based in Hinwil, Switzerland.
The partnership with Visit Qatar is seen as a strategic move by Audi to increase its brand visibility in the Middle East and beyond. Qatar has become a significant player in global sports, having hosted several high-profile events, including the FIFA World Cup in 2022. The country is also set to host the 2030 Asian Games and has expressed interest in hosting an F1 Grand Prix in the future.
The deal is also expected to boost Qatar’s tourism industry, with the country seeking to attract more visitors and showcase its rich culture and history. Visit Qatar will use the partnership to promote its tourism offerings, including its luxury hotels, cultural attractions, and outdoor activities.
Overall, the partnership between Audi and Visit Qatar marks an exciting new chapter in the world of F1. With Audi set to become a major player in the sport, the partnership is expected to drive growth and awareness for both the brand and the country. As F1 continues to expand its global reach, collaborations like this are likely to become more common, with brands and destinations seeking to capitalize on the sport’s massive global audience.