The Audi F1 project will take the place of the existing Sauber Motorsport team. (Mohamed Farag/Getty Images)

Premium experiences and retail brand Legends has been selected to run the commercial partnership operations for the upcoming Audi entry into motor racing’s Formula 1 (F1) series.

Audi will enter the series in 2026, with Legends – as announced today – set to build out the team’s global partnership portfolio with an array of different businesses in order to ensure the commercial sustainability of the sport’s newest entry.

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Speaking on the new partnership, Audi F1/Sauber Motorsport chief commercial officer Stefano Battiston stated: “At the Audi F1 project, we are committed to building a premium platform for brands, leveraging the power of motorsport to drive innovation, performance, and excellence.

“[The] collaboration with Legends marks a significant step in shaping a world-class commercial strategy that aligns with Audi’s vision for the future of Formula 1. With Legends’ expertise and our shared ambition to redefine the commercial landscape, we are excited to create long-term value for our partners and set new benchmarks both on and off the track.”

Chris Hibbs, president of global partnerships at Legends, continued: “We are immensely proud to support Audi’s ambitious vision as they prepare to enter Formula 1, helping to shape their commercial strategy and establish a solid foundation for long-term success.

“Together with Stefano and his team, we are eager to leverage our global expertise in commercial partnerships to identify the right brands to join Audi’s historic journey to the 2026 F1 grid.”

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In March 2024 Audi announced that it was purchasing 100% of the Swiss motorsport engineering company Sauber, operator of F1 Sauber team, in order to facilitate its 2026 entry onto the grid.

Audi is already set to enter the sport in 2026 as an engine provider and had a deal in place for Sauber to become its factory team in exchange for a reported 75% stake in Sauber itself.

Indeed, Audi already held a stake in Sauber, having purchased 25% of the motorsport company in January 2023, and with new regulations set to change the sport in 2026, the manufacturer was going to enter with Sauber as its primary partner.

The team (which had previously been under the Alfa Romeo branding) is currently title-sponsored by crypto-casino and sports betting platform Stake and its streaming platform Kick. These arrangements are covering the team through to the end of 2025, at which point new title partners will need to be found by Legends.