Audi Revolut F1 Team has confirmed a new multi-year strategic partnership with global grooming brand Gillette, adding another blue-chip consumer name to its fast-growing commercial roster ahead of its 2026 Formula 1 debut.
The agreement will see Gillette become an official partner of the Audi works operation, with the collaboration also encompassing fellow Procter & Gamble brands Braun and Gillette Venus as part of a wider global activation strategy.
Branding will roll out across team assets and marketing platforms from Audi’s official team launch in Berlin on January 20, with the partnership built around a shared focus on precision engineering, performance and product innovation.
The deal joins a steady drip-feed of partner announcements in the final days before Audi’s long-awaited unveiling, as the manufacturer continues to build momentum around its entry into Formula 1 following the takeover of Sauber and the creation of a full factory programme.
“Gillette is one of the most iconic brands in the history of sports marketing – with a tradition built on authentic connections with fans worldwide,” said Stefano Battiston, Chief Commercial Officer at Audi.
“Bringing Gillette, along with Braun and Gillette Venus, into the world of Formula 1 is a powerful statement and a perfect fit with the outstanding global partners who already support our team.
“Gillette is a true powerhouse brand that shares our belief that technical excellence and well-designed products can inspire confidence and emotion.
“As we showcase the Audi Revolut F1 Team on the global stage, their expertise in engaging large consumer groups makes this partnership a powerful, authentic and strategic collaboration that will enrich fan experiences in a unique way.”
Gillette is a true powerhouse brand that shares our belief that technical excellence and well-designed products can inspire confidence and emotion.
Stefano Battiston
Gillette, which has more than a century of heritage in performance-driven product development and elite sport sponsorship will be aiming to provide a global platform to showcase its technology alongside one of the most ambitious new factory programmes in modern F1.
Gary Coombe, Chief Executive Officer at Gillette, said the company was excited to join Audi’s project from the very beginning.
“We are delighted to announce our partnership with the Audi Revolut F1 Team as they prepare to compete at the pinnacle of motorsport,” he said.
“We are inspired by the team’s long-term vision and thrilled to be part of this journey from the very beginning. This partnership provides a powerful platform to showcase the superior quality and performance of our brands to fans worldwide.
“With Gillette’s unparalleled blade technology and Braun’s advanced electrical engineering, we see clear parallels with the Audi Revolut F1 Team and our shared pursuit of uncompromising performance.
“Together, we will create unforgettable media and retail activations, engaging consumers in innovative ways both on and off the track.”
The Gillette announcement comes as Audi continues a drip feed of new partners on a daily basis ahead of the Berlin launch, with NinjaOne and World of Hyatt confirmed earlier this week.
