Audi aims to ‘bring Formula 1 to the people’ with first-year team, sponsors

Audi's first-year Formula 1 team, which took over the Switzerland-based Sauber outfit, has secured London-based financial services company Revolut as a title sponsor in a deal likely worth mid-eight figures annually. Working with American agency Legends and Liechtenstein-based WWP Group, Audi aims to leverage its F1 presence to boost car sales and cultural influence. The Volkswagen brand is one of two new F1 teams in 2026, alongside Cadillac.