Formula 1: US agency Legends appointed to lead commercial partnerships for Audi F1 Team (Sauber)

Legends has been appointed by Sauber Motorsport "to co-lead global commercial partnerships for Audi's Formula 1 project," announced the US agency on 05/02/2025.

Legends is responsible for "identifying the right brands" to partner the Audi F1 Team project, which will enter the FIA Formula 1 World Championship in 2026. Audi announced that it was acquiring 100% of Sauber Motorsport, the company that owns the Stake F1 Team Kick Sauber team on 08/03/2024. The German car manufacturer, which has also become an engine manufacturer, will develop its engines at Audi's Motorsport centre in Neuburg an der Donau (GER), while Sauber will manufacture the race car at its Hinwil (SUI) site.

"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…