Objective to ‘colonize’ F1
“We are talking to several teams, the plans are so advanced that I can’t say anything. We will do it as soon as we can.“. A few weeks ago the CEO of Adidas Bjorn Gulden was thus commenting on the rumours regarding the ongoing negotiations between the German sports equipment giant and some F1 teams interested in entering into a partnership with Adidas, which wants to enter in style into the Circus, a fiefdom of rival Puma.
According to what was reported exclusively by the specialist newspaper sportbusiness.com Adidas is close to a sensational double which – if there is white smoke in the negotiations – will lead it to dress both German teams starting in F1 in 2026. Adidas is close to making the agreement with Mercedes official for 2025 and is in advanced negotiations with Audi for 2026 when the house of the Four Rings will debut in F1.
The partnership with Adidas for Audi would be the third sign of great ambitions after the recent officialization of the agreements with the former Ferrari Mattia Binotto and the former Red Bull Jonathan Wheatley. Currently, in view of 2025, Sauber-Audi only has Nico Hulkenberg under contract, the German’s teammate has yet to be announced.
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