Sauber Motorsport has promoted Stefano Battiston to chief commercial officer ahead of the team becoming the full Audi factory outfit in 2026.
Confirmed:
- Battiston will report directly to chief executive Andreas Seidl and spearhead the team’s commercial strategy
- He will oversee both Sauber Motorsport and the Audi project, including marketing, brand and content, partnerships, business development, guest experiences, CRM and data, and merchandise
- The Swiss executive has experience with Maserati, IWC Schaffhausen and the Alfa Romeo Formula One team
- Battiston most recently served as the commercial director of the Audi Formula One project
Context:
This is a key appointment ahead of Audi’s full entry to Formula One, with 18 months to go until the German manufacturer is officially on the grid. Andreas Seidl was brought in from McLaren in 2022 and ex-Maserati executive Battiston will work directly under him to turn around the team’s fortunes.
While Audi has committed to a 100 per cent takeover of the team, the Hinwil-based outfit is in a transitionary period under the joint branding of online casino Stake and its streaming platform subsidiary Kick. The commercial appetite to be associated with these brands has appeared minimal, so selling the team’s Audi future will be crucial.
Comment:
Andreas Seidl, chief executive of Sauber and the Audi Formula One team, said: “The appointment of Stefano is another important step in our transition to become the Audi F1 factory team from 2026, and it represents a solid foundation upon which we will continue to build as we prepare for our entry into Formula One with Audi, ensuring that we are commercially ahead of our competitors.
“I have worked with Stefano since I joined the Sauber Group: together, we have ambitious goals, and welcoming Stefano to this program brings us one step closer to realising them. There is a race on track and off track; we want to win them both.”
Coming next:
Ahead of Audi’s entry, the team has revealed Nico Hülkenberg as one half of its driver lineup. The second seat could be crucial for driving commercial revenue, with the number one target reportedly being current Ferrari driver Carlos Sainz. Securing the Spaniard would be a big name for the start of the project.
Go deeper:
- Alessandro Alunni Bravi on why replacing Alfa Romeo with Stake gives Sauber ‘a strong identity’
- Claire Williams exclusive interview: Why she misses F1, watching Williams from afar, and providing opportunities for women
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