Audi reveal F1 sponsorship close shave

Audi has announced a multi-year strategic partnership with global grooming brand Gillette, which joins the team as an official partner. 

The collaboration also includes Braun and Gillette Venus—two further flagship brands from Procter & Gamble’s shaving portfolio—creating a powerful alliance built on precision engineering, iconic design and elite performance. Precision sits at the core of the partnership. 

For more than a century, Gillette has led innovation in grooming while playing a pioneering role in sports marketing, forging long-standing relationships with elite athletes and premier sporting platforms. 

That legacy aligns seamlessly with Audi’s ambition to compete at the highest level of motorsport. As the team prepares for its entry onto the F1 grid, Gillette has committed to supporting the project from its earliest stages, helping to build a strong and distinctive global presence.

The partnership is further enhanced by the inclusion of Braun, uniting two iconic German brands. Braun’s renowned design heritage and reputation for premium quality mirror Audi's philosophy of performance-led engineering, creating an authentic collaboration rooted in craftsmanship and innovation.

Together, the partners will deliver integrated branding, bespoke products, retail initiatives and fan-focused activations that extend beyond the racetrack. Gillette branding will feature prominently on Audi's R26 F1 car and team assets, marking a fully integrated presence from this season onwards, beginning with the team launch in Berlin on January 20.

"Gillette is one of the most iconic brands in the history of sports marketing, with a legacy built on authentic connections with fans worldwide," said Stefano Battiston, Audi F1 chief commercial officer.

"Bringing Gillette, together with Braun and Venus, into the world of Formula 1 is a strong statement and a natural fit alongside the outstanding global partners that already support our team. Gillette is a true power brand, one that shares our belief that engineering excellence and beautifully designed products can inspire confidence and emotion. 

"As we launch Audi Revolut F1 Team on a global stage, their expertise in engaging vast consumer audiences makes this a truly powerful, authentic and strategic collaboration that will help us elevate fan experiences in meaningful ways."