The Audi Formula One team have agreed two more sponsorship deals with shaving brand Gillette and digital assets platform Nexo.
Key details:
- Gillette deal will also feature Braun and Gillette Venus brands
- Branding will be visible on Audi’s car and assets
- Pair will collaborate on integrated branding, bespoke products and retailing, and fan-focused activations
- Nexo named as Audi’s official digital assets partner
- Platform will activate globally through premium experiences and digital-first engagement
- Both are multi-year deals
Context:
Procter & Gamble (P&G) returns to Formula One after sponsoring the now-defunct Benetton team in the 1990s. Nexo, meanwhile, becomes the latest company that offers cryptocurrency trading to sign on with Audi, joining the team’s title partner Revolut.
The two agreements cap a busy week of sponsorship deals for Audi, which also added software firm NinjaOne and hospitality company Hyatt, taking its overall partner portfolio to nine brands.
Comment:
“Gillette is one of the most iconic brands in the history of sports marketing, with a legacy built on authentic connections with fans worldwide,” said Stefano Battiston, chief commercial officer of Audi.
“Bringing Gillette, together with Braun and Venus, into the world of Formula One is a strong statement and a natural fit alongside the outstanding global partners that already support our team. Gillette is a true power brand, one that shares our belief that engineering excellence and beautifully designed products can inspire confidence and emotion.
“As we launch Audi Revolut F1 Team on a global stage, their expertise in engaging vast consumer audiences makes this a truly powerful, authentic and strategic collaboration that will help us elevate fan experiences in meaningful ways.”
Battiston added: “Today, we are proud to welcome Nexo as our official digital asset partner at a moment of strong growth for both organisations. The partnership reflects a shared ambition to scale with discipline and innovation, and to create tangible value — from exclusive experiences to new ways of engaging our global fanbase and Nexo’s clients.”
Related posts:
- Why Audi are prioritising quality over quantity in their F1 sponsorship strategy
- Audi F1 add NinjaOne and Hyatt as partners ahead of debut season
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