Adidas targets €27 million/year Red Bull deal in major F1 expansion

Adidas is preparing a significant expansion of its Formula 1 footprint, with reports indicating a bold €27 million-per-year partnership with Red Bull.

Adidas already maintains collaborations with Mercedes and Audi, both of which are believed to receive a similar annual figure. By adding Red Bull, the brand would extend its reach to three of Formula 1’s 11 teams, marking a clear escalation in its commitment to the championship.

The move would represent a notable shift in strategy. Having entered the F1 space in 2025 with Mercedes, Adidas became a partner of Audi for the current season. However, the company appears unwilling to limit itself to teams with German ties.

Adidas is understood to have approached Red Bull previously, and successfully bringing the Milton Keynes-based squad into its portfolio would send a strong message about its long-term ambitions in Formula 1.

Such a partnership would not only broaden the brand’s competitive presence within the paddock, but also underline its determination to establish itself as a central player in the sport’s commercial landscape.