Paulaner, the Munich brewery with centuries of heritage, has strengthened its global ambitions by signing on as the official supplier of the future Audi F1 Team ahead of the manufacturer’s 2026 entry into Formula 1.
The partnership places one of Germany’s most recognisable beverage brands inside a high-profile motorsport programme as Audi continues assembling the commercial framework for its debut season.
The agreement will see Paulaner supply its full non alcoholic portfolio, led by Paulaner 0.0, across the Audi F1 Team’s operations from 2026. The brand will feature in all team hospitality environments, partner events and fan-facing activations. Both organisations have highlighted the alignment of Bavarian roots, engineering precision and international reach as central to the collaboration, with Audi building its F1 entry around a strong narrative of German performance culture.
Stefano Battiston, Chief Commercial Officer of the future Audi F1 Team, said, “Paulaner and the future Audi F1 Team share a winning mindset rooted in performance, passion and pride in our heritage. Both brands stand for craftsmanship, authenticity and the relentless pursuit of excellence. Together, we will create experiences that bring fans closer to the team and celebrate every success on and off the track with a Paulaner 0.0% in hand on a global scale.”
Jörg Biebernick, CEO of the Paulaner Brewery Group, added, “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.”
Paulaner, founded in 1634 and known worldwide for its wheat beer, views F1 as a platform capable of accelerating its non alcoholic expansion strategy. The category has been a major area of investment for the brewery as global demand for alcohol free beverages increases, particularly among younger audiences and international fans drawn to live sport.
For Audi, the agreement extends a rapidly developing commercial programme as the German manufacturer finalises its takeover of the Sauber team ahead of its 2026 factory debut. The growing roster includes Revolut as title sponsor, bp as technical partners, Perk as a work automation partner, Visit Qatar as a principal partner and adidas as the official apparel provider. Audi has emphasised the strategic value of building a well-rounded partner ecosystem well before its first competitive laps.
Financial terms of the Paulaner partnership have not been revealed, but the deal marks the brewery’s first significant move into global motorsport and gives it visibility across a race calendar spanning more than 20 markets. For Audi, it strengthens the cultural and commercial identity that the team aims to carry into Formula 1.
Further announcements are expected through 2025 as Audi prepares for pre-season testing in early 2026, signalling more additions to one of the most closely watched new projects in modern Formula 1.
