Audi's imminent arrival in Formula 1 through the acquisition of Sauber signals a strategic push into motorsport’s next generation, closely aligned with 2026’s revolutionary power unit regulations. Chief Commercial Officer Stefano Battiston details how the team is building both technical and commercial foundations from the ground up, blending premium branding with disruptive partnerships. The landmark title deal with fintech challenger Revolut exemplifies Audi’s focus on shared identity and long-term value creation. By integrating global brands like Adidas and BP, and leveraging agencies across Europe and the U.S., Audi is crafting a dynamic ecosystem beyond traditional racing audiences. While finalizing sponsorships and fan engagement ahead of the December launch, the team views Miami as a key milestone. Every decision is geared toward measurable impact, ensuring resilience and readiness for a high-pressure debut season.