Audi and Aston Martin Bolster Partnerships Ahead of 2026 F1 Season
January 17, 2026 – The Formula 1 grid is taking shape for the 2026 season, with both Audi and Aston Martin announcing notable commercial deals as they prepare for competition.These partnerships highlight the growing interest and investment in the sport, driven by its expanding global fanbase and lucrative sponsorship opportunities.
Audi Secures NinjaOne as Official IT Partner
Audi’s preparations for its highly anticipated entry into Formula 1 in 2026 continue to gain momentum with a new multi-year partnership with Texas-based technology company, NinjaOne. As the official endpoint management, mobile device management, and SaaS (software as a Service) backup partner, NinjaOne will play a crucial role in ensuring seamless IT operations for the Audi F1 team.
This collaboration will see NinjaOne’s Unified IT Operations Platform deployed across the association, streamlining endpoint management, mobile device security, and data backup. The partnership underscores the increasing importance of robust IT infrastructure in the high-pressure environment of Formula 1, where split-second decisions and real-time data analysis are critical for success. Efficient IT systems are not merely supportive; they are integral to performance on the track and within the factory.
Audi is aggressively building a robust portfolio of sponsors ahead of its debut, replacing the Sauber team on the grid. The team has already secured a title sponsorship with Revolut, the international banking and payments company, a deal that will grant the fintech firm prominent branding across the entire team. Other key partners include sportswear giant Adidas, energy companies BP and Castrol, the Visit Qatar tourism authority, and travel expense management platform perk. These partnerships are being managed by Legends, a premium experiences and retail agency, tasked with maximizing Audi’s commercial potential.
Aston Martin Extends Brand Reach with Meccano Licensing Deal
Meanwhile, Aston Martin formula 1 (AMF1) is expanding its brand reach through a new licensing agreement with Meccano, the iconic British construction set brand. This collaboration will result in the creation of officially licensed, premium Aston Martin F1 car models constructed using the Meccano Pro engineering system.
This marks Meccano’s first licensed product launch sence being acquired by Addo Play in 2025 and represents a significant step for both brands. For Aston Martin, it’s an opportunity to engage with a new audience of fans and enthusiasts, extending the team’s brand presence beyond the racetrack. For Meccano, the partnership with a globally recognized Formula 1 team elevates the brand and introduces a new level of complexity and sophistication to its product line. The engineering focus of the Meccano pro system aligns perfectly with the technological innovation at the heart of Formula 1.
AMF1 continues to strengthen its commercial relationships, recently announcing a global partnership with CoinPayments, a worldwide digital payments firm, and renewing its agreement with construction equipment manufacturer JCB.The team is currently sponsored by Saudi Arabian energy giant Aramco, and also benefits from partnerships with Cognizant, boss, Pepperstone, Valvoline, and Glenfiddich.
The Growing Commercial Landscape of Formula 1
The flurry of sponsorship activity surrounding Audi and Aston Martin reflects the broader trend of increased commercial interest in Formula 1. Driven by factors such as growing viewership, notably in key markets like the united States, and the introduction of new regulations aimed at promoting closer competition, Formula 1 offers brands unprecedented opportunities for global exposure and engagement. The sport’s appeal extends beyond conventional motorsport fans, attracting a diverse audience interested in technology, innovation, and luxury lifestyle.
The 2026 Formula 1 season is set to be a landmark year,with the addition of Audi to the grid and the continued growth of existing teams like Aston Martin. The season kicks off with the Australian Grand prix from March 6-8, featuring a 24-race calendar spanning five continents.
