Audi F1 add NinjaOne and Hyatt as partners ahead of debut season

The Audi Formula One team have agreed multi-year partnerships with two US-based brands, software company NinjaOne and hospitality company Hyatt.

Key details:

• NinjaOne becomes the team’s official endpoint management, mobile device management, and SaaS backup partner
• The company will manage and monitor Audi’s endpoints and systems throughout factory and trackside operations 
• NinjaOne will also bring critical IT operations into a single console to support greater visibility and control
• Hyatt signs on as the team’s official hospitality partner
• World of Hyatt members will gain access to Formula One experiences during select Grands Prix and team events

Context:

Ahead of their debut, Audi are taking a measured approach with their commercial strategy. Aside from their title deal with Revolut, this marks only the fifth deal announced by the outfit. Audi’s team principal Jonathan Wheatley told BlackBook Motorsport last year that they wanted a car “not covered in sponsor logos from top to bottom”.

At the start of this year, NinjaOne surpassed US$500 million in annual recurring revenue, boasting nearly 70 per cent year-on-year growth. The US-based startup was valued at US$5 billion in February 2025. This partnership with Audi gives NinjaOne an opportunity to showcase its technical prowess in the high-tech world of Formula One, while also creating potential for B2B engagement across the broader ecosystem of F1 partners.

For Hyatt, this marks its first involvement in Formula One. The increasing commercialisation of the sport has transformed Grand Prix venues into key networking spaces during race weekends, presenting an ideal opportunity for Hyatt to showcase its hospitality expertise. 

Comment:

“Formula One is a sport defined by performance under pressure and by the strength of the partnerships behind it,” said Stefano Battiston, chief commercial officer of the Audi Formula One team.

“When we choose partners, we look for organisations that share our values, our ambition, and our approach to excellence. NinjaOne’s focus on performance and continuous improvement aligns strongly with how we are building Audi Revolut F1 Team, making this a natural and strategic partnership.”

He added: “Hospitality plays a central role in Formula One. With a truly global calendar, it is essential not only for how we welcome partners, guests and fans, but also for how we support our own team as it travels continuously throughout the season.

“World of Hyatt’s entry into Formula One comes at a natural moment in our own journey as a new team, and this brings together two brands with a shared focus on quality, experience and long-term thinking.

“Together with World of Hyatt, we will take the Formula One experience beyond the racetrack, creating elevated, behind-the-scenes moments that bring fans closer to Audi Revolut F1 Team in new and meaningful ways.”

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