Audi F1 Secures Principal Partnership with Visit Qatar Ahead of 2026 Debut

Audi’s Formula 1 project has strengthened its commercial foundations with the announcement that Visit Qatar will join the team as a principal partner ahead of its highly anticipated 2026 debut. The agreement positions Qatar’s tourism authority as one of Audi F1’s most prominent global sponsors, granting it extensive visibility across team assets as Audi transitions into the new era of F1 regulations.

For Qatar, the partnership represents another strategic investment in elite sport, complementing recent moves across football, motorsport and major-event hosting. The Gulf nation has prioritised global tourism promotion as part of its long-term economic strategy, and Formula 1’s worldwide platform provides a powerful avenue to project national branding and hospitality offerings to a large and diverse audience.

For Audi, the partnership marks a significant commercial milestone as it prepares to replace the existing Sauber entry in 2026. With new technical regulations reshaping engine development and team structure, the financial and marketing support from Visit Qatar offers added stability at a critical moment in Audi’s F1 timeline. The collaboration also aligns neatly with motorsport’s increasing economic ties to the Middle East, where governments and sovereign entities continue to leverage major sports properties to expand global influence and diversify their economies.

This latest sponsorship reflects a larger trend in which countries, tourism boards and sovereign investment groups are taking more prominent roles in Formula 1. With Audi aiming to establish itself as a competitive newcomer and Qatar seeking to strengthen its global brand, the partnership illustrates how commercial ambitions and national strategies are increasingly converging within elite motorsport. As preparations intensify for 2026, both parties stand to benefit from expanded reach, enhanced visibility and shared growth objectives.