- Technical centre aiming to be operational by summer 2025
- German manufacturer also partners with Legends to drive commercial partnerships
Audi will establish a new technical centre in the UK ahead of its full works entry into Formula One in 2026.
The German manufacturer is currently evaluating potential locations within ‘motorsport valley’ in the southeast of England, including Bicester, Silverstone and Milton Keynes. The goal is for the facility to be fully operational by summer 2025.
Committing to a full acquisition of the Sauber operation means that Audi will be based in Hinwil, Switzerland, when it officially enters Formula One. Ferrari and Racing Bulls are the only other teams not based in the UK, but the latter has also had a base in Bicester and will be moving to Milton Keynes alongside the main Red Bull team.
In short, attracting motorsport expertise and engineering talent abroad, unless it’s Ferrari, is a difficult task.
The UK is recognised as the birthplace of motorsport and houses the majority of Formula One teams and, crucially, around 25,000 industry professionals.
“We are excited to establish our technical centre in the UK to complement our key site in Hinwil, which will continue to lead our main engineering operations and experience the largest team growth,” said Mattia Binotto, chief operating officer and chief technical officer of Sauber Motorsport.
“Expanding into the UK allows us to remain close to one of the world’s most dynamic motorsport ecosystems. Our vision is to create a strong, collaborative network across Hinwil and the UK, driving innovation and performance.”
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This will form a key pillar of Audi’s technical advancement within Formula One, but the manufacturer is also focused on maximising its commercial opportunities when it joins the grid.
As a result, Audi has partnered with experiential services specialist Legends, who will lead on the Formula One team’s global commercial partnerships.
Legends will support the team on sales strategy and execution, with a focus on securing premier partnerships. So far, Audi has only announced one partner – BP – ahead of its Formula One debut.
Stefano Battiston, chief commercial officer of Sauber Motorsport, said: “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.
“Our 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 One.
“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.”
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