The future Audi F1 Team, set to make its Formula 1 debut in 2026, has expanded its commercial lineup by securing Visit Qatar as a new principal partner. The agreement reinforces Qatar’s emergence as a global sports powerhouse and gives Audi a high-value tourism brand at the centre of its launch strategy.
Visit Qatar’s principal partner status places the tourism authority in Audi’s top sponsorship tier. The partnership will bring prominent branding to the Audi F1 race car, driver suits, team apparel, garage infrastructure and all digital platforms once the team enters competition in 2026. Both organisations will collaborate on travel promotions, international tourism campaigns and premium fan experiences around key race weekends on the F1 calendar.
The move builds on Visit Qatar’s fast-growing sports portfolio. The tourism authority has elevated the country’s global profile through major properties including the FIFA World Cup 2022, the Qatar Grand Prix, the Professional Triathletes Organisation, UEFA Euro 2024 and multiple motorsport partnerships. Audi, meanwhile, will enter F1 with a new in-house hybrid engine and a works structure built around the Sauber operation. The partnership signals confidence in the team’s long-term competitive and commercial potential.
Commenting on the occasion, Jonathan Wheatley, Team Principal of the future Audi F1 Team, said, “The Qatar Grand Prix has grown into a valued destination on the F1 calendar. Welcoming Visit Qatar as a partner and bringing Qatar’s unique blend of culture, warmth, and innovation to F1 fans around the world is a natural next step to highlight what makes this country such a remarkable destination. 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 Formula 1.”
Eng. Abdulaziz Ali Al-Mawlawi, CEO of Visit Qatar, added, “Partnering with the future Audi F1 Team marks an important step in advancing our global tourism ambitions. Formula 1 offers a powerful platform, and this collaboration enables us to present Qatar’s culture, hospitality, and modern appeal to audiences worldwide. As the team makes its debut in 2026, we look forward to creating meaningful touchpoints that encourage fans to explore Qatar and experience the country’s diverse offerings for themselves.”
The collaboration gives Visit Qatar year-round visibility across one of the world’s most valuable sports properties. For Audi, it brings financial scale, destination marketing strength and a premium partner capable of supporting content, hospitality and experiential activations. Visit Qatar joins bp, adidas and Revolut as part of the team’s expanding commercial roster.
The agreement reflects a wider industry trend in which national tourism boards are becoming some of F1’s most active commercial investors. Visit Qatar already holds significant visibility through the Qatar Grand Prix and circuit branding, while Qatar Airways is the sport’s global airline partner. Audi continues to build its commercial and technical base in Hinwil and Neuburg as preparations intensify for the 2026 power unit regulations.
Audi will reveal its full livery in 2025 before beginning pre-season testing in early 2026. The team’s first competitive appearance will follow at the opening race of the 2026 F1 season, with the Qatar Grand Prix set to play a central role in Visit Qatar’s activation strategy throughout the year.
