The 2026 Formula One season finally gets underway this weekend with the Australian Grand Prix in Melbourne – but the commercial teams remain hard at work.
To keep you updated on the latest developments, BlackBook Motorsport brings you this week’s commercial news from across the grid.
Alpine
Partner: Mercado Libre
Designation: Official partner
Duration: One year
Details: The company will continue to support Argentinean driver Franco Colapinto, as it has done since he entered Formula One three years ago. As part of the deal, Mercado Libre branding will run on the car throughout the season.
Aston Martin
Partner: Cohere
Designation: Official generative AI partner
Duration: Multi-year
Details: Cohere becomes the team’s official generative AI partner, which will see the company support the team’s performance, engineering and operational functions. All employees will gain access to North, Cohere’s agentic AI platform, allowing generative and search AI capabilities across the organisation.
Jefferson Slack, Aston Martin’s managing director of commercial and marketing, told BlackBook Motorsport more about the deal here.
Audi
Partner: Libertex
Designation: Official partner
Duration: Multi-year
Details: The global financial asset brokerage had already agreed a multi-year deal with Sauber last season, so it can be assumed the deal has been carried over to reflect that Audi now officially runs the team. The brand will feature prominently on the Audi car and drivers’ apparel throughout the year.
Cadillac
Partner: Core Scientific
Designation: Official data centre partner
Duration: Multi-year
Details: The digital infrastructure specialist will lend support to the team as it establishes its data center hub at its headquarters currently under construction in Indianapolis, which will support simulation, engineering, manufacturing and race operations. Core Scientific will also gain branding elements as part of the deal.
Racing Bulls
Partner: Octave
Designation: Asset lifecycle management partner
Duration: Multi-year
Details: This new collaboration will see the integration of Octave’s intelligence into real operations, helping the team to accelerate development cycles, optimise resources and maintain resilience across the season. Octave’s branding will be featured on the nose of the car, as well as on the bargeboard.
Red Bull
Partner: Indeed
Designation: Recruitment partner
Duration: Multi-year
Details: Indeed will be the presenting partner of Red Bull’s Talent Academy programme, which helps individuals find a career in Formula One. Its branding will debut on the team’s car and helmets of the pit crew and drivers at the Chinese Grand Prix, with further branding to follow on the kits worn by drivers and team principal.
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