The Audi Formula One team have added Italian leather goods brand Piquadro as their latest partner ahead of their Formula One debut in 2026.
Key details:
- Piquadro becomes Audi’s official luxury luggage partner
- The brand will supply the team with a range of high-performance luggage and backpacks
Context:
Audi continue their commercial push ahead of their Formula One debut, with this being the fifth new sponsorship deal announced in the past week, following NinjaOne, Hyatt, Nexo and Gillette.
Overall, Piquadro is the 11th sponsor to join Audi’s commercial portfolio, though this still leaves the team relatively light on partners compared to its rivals. This is not Piquadro’s first stint in Formula One, however. The brand partnered with Racing Bulls for the past two seasons but has now opted to trade Red Bull’s second team for the full Audi works entry.
Comment:
“With a 24-race global calendar, the way our team travels has a direct impact on how effectively we operate,” said Stefano Battiston, chief commercial officer of Audi.
“High-quality, reliable luggage is not a lifestyle detail for us; it supports our people as they move continuously between factory, track and destinations worldwide, often under significant time pressure.
“Our partnership with Piquadro is built around developing bespoke products tailored to the specific needs of our team, ensuring functionality, durability and efficiency in real operating conditions.
“By applying technology with a clear focus on function and performance, Piquadro delivers well-engineered, high-quality solutions that support us throughout the Formula One season.”
Go deeper:
- Why Audi are prioritising quality over quantity in their F1 sponsorship strategy
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