Gillette returns to Formula 1 with Audi's ambitious debut: a strategic partnership built on precision

Gillette has officially returned to Formula 1, marking a significant moment for both the legendary grooming brand and Audi's ambitious entry into motorsport's pinnacle category. The multi-year strategic partnership represents far more than a simple sponsorship agreement—it signals Audi's determination to establish itself as a formidable force on the 2026 F1 grid through collaborations with globally recognized brands.

This represents the first time Gillette has aligned with an F1 team since its 2013-2014 partnership with McLaren, when the brand served as a regional marketing partner across Asia, Europe, the Middle East, and Africa. However, the grooming giant's most storied F1 chapter unfolded nearly three decades ago, when Benetton featured Gillette's logos prominently on its 1997 car, the B197, and team apparel—a year that culminated in Gerhard Berger's memorable German Grand Prix victory.

Building precision through partnership

The Audi collaboration extends beyond traditional logo placement. Gillette's branding will feature prominently on Audi's R26 F1 car and team assets, creating what Audi describes as a "fully integrated presence" from the season's outset. The partnership encompasses not only Gillette but also two complementary brands from Procter & Gamble's portfolio: Braun, the premium German electric shaver manufacturer, and Gillette Venus, the women's-focused razor line.

Audi's Chief Commercial Officer Stefano Battiston articulated the philosophical alignment between the partners, stating that "Gillette is one of the most iconic brands in the history of sports marketing, with a legacy built on authentic connections with fans worldwide." This partnership extends beyond trackside visibility, incorporating integrated branding initiatives, bespoke product development, retail partnerships, and fan-focused activations that transcend traditional motorsport sponsorship models.

The inclusion of Braun represents a particularly strategic choice, uniting two iconic German engineering brands with shared commitments to design heritage and performance-led innovation. Gillette CEO Gary Coombe reinforced this synergy, noting that with Gillette's "unrivalled blade technology and Braun's advanced electric engineering," the brands recognize "clear parallels to Audi Revolut F1 Team and our shared pursuit of performance without compromise."

Strategic acquisition in Audi's build-up phase

Audi's recruitment of Gillette represents a calculated commercial strategy as the Volkswagen luxury subsidiary constructs its competitive infrastructure for 2026. The German manufacturer has simultaneously secured Revolut as its title sponsor, alongside additional partnerships with Adidas, Hyatt Hotels, NinjaOne, and Visit Qatar. This multi-brand portfolio reflects Audi's ambition to create a distinctive global presence while distributing financial obligations across complementary sectors.

The Gillette partnership carries particular symbolic weight given the brand's motorsport pedigree. Beyond its Benetton heritage, Gillette also sponsored Brazilian driver Bruno Senna during his brief F1 tenure, with logos appearing on his Lotus entry in 2011 and Williams challenger in 2012. Such historical touchstones demonstrate the brand's sustained commitment to motorsport's highest echelons.

Looking toward Berlin and beyond

Audi's global team launch will take place in Berlin on January 20, 2026, providing the stage for this partnership's official unveiling. The squad will field Gabriel Bortoleto, who made his 2025 debut with Sauber, and veteran racer Nico Hulkenberg, ensuring experienced driver presence as Audi embarks on its factory effort.

As Audi pursues its stated objective of competing for World Championship titles by 2030, partnerships like Gillette provide both financial stability and marketing amplification essential for emerging competitive programs. The sponsorship demonstrates that despite Formula 1's technological focus, iconic brands recognize the sport's unparalleled platform for reaching global audiences and associating themselves with precision engineering and elite performance—qualities that transcend any single industry.