PRESS RELEASE: The Audi F1 Project and Legends Team Up to Drive Global Commercial Partnerships
Audi will make its highly anticipated debut in the pinnacle of motorsport in 2026
Sauber Motorsport has appointed Legends to co-lead global commercial partnerships for Audi’s Formula 1 project ahead of the four rings’ debut on the grid in 2026. The future Audi factory team is one of the most anticipated and exciting ventures in international sport. The selection of Legends, a leader in driving commercial revenue for many of the world’s most innovative and iconic sports and entertainment brands, aligns with Audi’s ambitious goals both on and off the track and its mission to become a pioneering platform for brands.
Stefano Battiston, Chief Commercial Officer at Audi F1 project/Sauber Motorsport AG, shared: “At the Audi F1 project, we are committed to building a premium platform for brands, leveraging the power of motorsport to drive innovation, performance, and excellence. Our collaboration with Legends marks a significant step in shaping a world-class commercial strategy that aligns with Audi’s vision for the future of Formula 1. With Legends’ expertise and our shared ambition to redefine the commercial landscape, we are excited to create long-term value for our partners and set new benchmarks both on and off the track.”
Legends will strongly support sales strategy and execution, utilizing its global network and industry-leading expertise to secure premier partnerships that reflect Audi’s vision of shaping motorsport through innovation and premium excellence. With a proven history of securing groundbreaking partnerships for leading leagues, teams, and events, Legends brings innovative strategies and a comprehensive approach that will enhance Formula 1’s commercial landscape. This collaboration combines deep commercial expertise with fresh, innovative ideas, positioning Audi as a leader both on and off the track.
Chris Hibbs, President of Global Partnerships at Legends, said: “Legends and Audi’s F1 project have a shared passion for innovation and excellence, making this partnership a natural fit. We are immensely proud to support Audi’s ambitious vision as they prepare to enter Formula 1, helping to shape their commercial strategy and establish a solid foundation for long-term success. Together with Stefano and his team, we are eager to leverage our global expertise in commercial partnerships to identify the right brands to join Audi’s historic journey to the 2026 F1 grid.”
By entering the highest class of motorsports in 2026, Audi is tackling its most challenging ambition to date: combining sustainability, innovation, and maximum performance in motorsports. Formula 1 is a fast-growing sport with significant upside potential through continued global expansion, deeper fan engagement, and significant commercialization potential.
Legends brings the expertise and solutions that drive results, fueling the biggest and most innovative brands worldwide. The company’s partner portfolio includes globally recognized sports brands such as Real Madrid, FC Barcelona, the Dallas Cowboys, and the New York Yankees, along with global events like the LA 2028 Olympic Games, the Ryder Cup, and the Super Bowl.
For partnership inquiries, please contact Will Brown at wbrown@legends.net