AUDI SECURES THREE-YEAR SPONSORSHIP DEAL WITH SKY SPORTS F1
German automotive giant Audi has signed a three-year agreement to become the official sponsor of Sky Sports F1 in the UK. This partnership comes as Audi prepares to enter Formula One next season, taking over the Swiss-based Sauber team.
The deal will provide Audi with extensive coverage across Sky Sports’ platforms, including live broadcasts of every practice, qualifying, and race session. Additionally, the partnership extends to documentaries, analysis, and exclusive features, as well as digital and social media content, including the Sky Sports F1 podcast.
With the UK being a key market for Audi, this collaboration is designed to strengthen brand awareness ahead of its official F1 debut. Sky Sports F1, which recently achieved record-breaking viewership figures during the 2024 season—including the most-watched British Grand Prix in history—will offer Audi a prime opportunity to engage with a rapidly growing and diverse audience.
Karin Seymour, director of client and marketing at Sky Media, highlighted the strategic nature of the partnership:
“F1 has become one of the fastest-growing sports, with an increasingly diverse and engaged fan base driving record TV viewership and online engagement. As partners to Sky Sports F1, we’re helping Audi connect with this new wave of fans and be at the heart of the conversation.”
Tony Moore, head of marketing at Audi UK, echoed this enthusiasm:
“Innovative engineering has always been an Audi trademark, especially embodied in our range of performance cars. We’re excited to launch our partnership with Sky Sports Formula 1, the perfect platform through which to celebrate Vorsprung durch Technik.”
This agreement reinforces Audi’s commitment to Formula One and ensures the brand has a strong presence in the UK as it gears up for its highly anticipated F1 debut.
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