The build-up to the Audi Revolut F1 Team launch in Berlin next week is being defined as much by its commercial strategy as its technical programme.
Since the start of the week, Audi has announced a new partner on Tuesday, Wednesday, Thursday and now Friday, with digital asset platform Nexo becoming the latest brand to join the project.
It is a pace that feels intentional rather than opportunistic – a drumbeat that gives each deal a clear moment in the spotlight, while steadily stacking momentum into the team’s global launch next Wednesday.
Rather than arriving in a single bulk announcement or being lost in the noise of launch season, Audi’s partners are landing one by one, each with space to breathe, circulate and embed in the wider narrative of the team’s arrival into Formula 1.
Not a launch day but a launch programme
The near-daily rhythm of Audi’s partner announcements this week is doing two things at once.
First, it is giving each incoming brand its own clean news cycle – a chance to dominate headlines, social conversation and trade coverage before attention moves on to the next reveal.
Second, it is turning the Berlin launch into the natural peak of a much broader story. By the time the covers come off next week, Audi will not just be unveiling a name and a livery. It will be presenting a fully formed commercial platform.
For a team entering F1 for the first time in a new regulatory era, that matters. Audi is not simply introducing a race car. It is introducing a philosophy, an operating model and a commercial identity – and that identity is being constructed in public, one deal at a time.
A broad partnership roster
Just as revealing as the cadence is the composition of Audi’s partner portfolio, which can be viewed on The Grid.
The brands already announced ahead of launch now include adidas, bp and Castrol, Gillette, NinjaOne, Paulaner 0.0, Perk, Revolut, Visit Qatar and World of Hyatt – with Nexo now added to that list.
It is a cross-section of industries that maps directly onto how a modern works team is built and monetised.
There is technical infrastructure in NinjaOne, underpinning the digital backbone of a global racing operation, then there is energy, fuels and lubricants expertise in bp and Castrol, aligning directly with the technical challenge of F1’s 2026 power unit regulations.
There is performance lifestyle and apparel through adidas, embedding the team into the broader sportswear and training ecosystem, as well as premium hospitality and travel via World of Hyatt and Visit Qatar, anchoring Audi’s proposition in experience-led access and destination marketing.
Consumer activations at scale come in the shape of both the Gillette and Paulaner 0.0, brands that understand how to turn F1 presence into global retail and fan engagement.
There is fan loyalty and rewards infrastructure through Perk, while at the centre of the project sits finance and digital commerce, with Revolut as title partner and now Nexo joining as official digital asset partner.
This is not about filling logo space. It is about building an operating system around the team – one that spans factory operations, trackside execution, fan experience, lifestyle positioning and financial engagement.
Nexo the next up
Nexo’s arrival is an encapsulation of how Audi is positioning the project. The digital asset platform has framed its partnership explicitly around the same language that defines elite motorsport: precision, discipline and performance under pressure.
What ties all of this together is timing. By announcing a new partner every day this week – Tuesday through Friday – Audi has effectively turned the final stretch before its Berlin launch into a rolling commercial countdown.
Each deal becomes another chapter in the story, another signal of momentum, another proof point that the project is already operational long before a wheel turns in anger.
It creates the sense that Audi is arriving fully formed and it ensures that when the team finally steps onto the stage next Wednesday, the conversation will not simply be about a new name on the grid, but the partners it is bringing along for the ride.
