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The Audi Formula One team and the Qatar Investment Authority (QIA) have strengthened their relationship ahead of next season, with Visit Qatar becoming the team’s principal partner.
The partnership is centred on promoting Qatar as a global hub for sport and tourism. The Gulf state has hosted a Formula One Grand Prix since 2021, pausing only in 2022 due to the Fifa World Cup, and is aiming to solidify its position as a leading sporting destination.
In December 2024, QIA acquired a reported 30 per cent stake in the Sauber Formula One team, which will transition into the Audi works outfit in 2026.
“The Qatar Grand Prix has grown into a valued destination on the F1 calendar,” said Jonathan Wheatley, team principal of the future Audi Formula One team.
“Welcoming Visit Qatar as a partner and bringing Qatar’s unique blend of culture, warmth, and innovation to F1 fans around the world is a natural next step to highlight what makes this country such a remarkable destination.
“Through unique fan events, cultural showcases, and digital experiences, we are excited to partner with Visit Qatar to foster global cultural connections, built through the platform of Formula One.”
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Abdulaziz Ali Al-Mawlawi, chief executive of Visit Qatar, said: “Partnering with the future Audi F1 Team marks an important step in advancing our global tourism ambitions. Formula One offers a powerful platform, and this collaboration enables us to present Qatar’s culture, hospitality, and modern appeal to audiences worldwide.
“As the team makes its debut in 2026, we look forward to creating meaningful touchpoints that encourage fans to explore Qatar and experience the country’s diverse offerings for themselves.”
The future Audi team have also agreed a multi-year partnership with travel and expense management company Perk, which will utilise the company’s artificial intelligence (AI) tools. The platform will automate tasks such as travel bookings, expense management and invoice processing, while Perk’s logo will feature on designated team assets.
Prior to these deals, only BP, Revolut and Adidas had signed on the dotted line with the new team, underlining Audi’s current commercial approach. Wheatley told BlackBook Motorsport in September that Audi wants a “clean, clear, crisp outlook”, creating “an entirely new look in Formula One of premium partners and a clean car”.
Meanwhile, Qatar Airways has expanded its partnership with the Alpine Formula One team, further underlining the country’s commitment to the series.
The new phase of the deal will include the team’s F1 Academy entry, which will be supported by Carmen Jorda in a new role as head of Alpine’s F1 Academy programme. She will also serve as a Qatar Airways ambassador.
Jorda said: “I’m honoured to lead the female driver mentorship initiatives within the F1 Academy together with Alpine.
“I look forward to working with Qatar Airways and taking part in events close to the fans, as well as community outreach programmes that highlight the airline’s commitment to empowerment and excellence. This is a special moment for me as I return to Enstone, where my journey in Formula One first began.”
The state-owned airline will continue as Alpine’s official commercial airline partner in Formula One, a role it has held for the past three seasons. The partnership will place particular emphasis on the Qatar Grand Prix, supported by broader plans for co-branded activations, guest experiences and branding opportunities. These will include welcoming Qatar Airways cabin crew, pilots and invited guests to Grands Prix throughout the season.
“We are proud to announce the renewal of our multi-year partnership with Qatar Airways on the eve of the Qatar Grand Prix,” said Guy Martin, global marketing director of Alpine.
“Working with such a distinguished global carrier, whose dedication to excellence and diversity aligns closely with our own values, is a real honour. The inclusion of our F1 Academy entry and welcoming Carmen onboard reflects our shared dedication to empowerment.”
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