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Audi take 'another important step' ahead of F1 entry

Audi has made another key signing as it continues to ramp up preparations for its 2026 F1 entry.

Audi livery
To news overview © Spa-Francorchamps

Sauber Motorsport is making another step towards a bright future as it appoints Stefano Battiston as Chief Commercial Officer, effective from June 1, 2024. Battiston will report directly to CEO, Andreas Seidl, and spearhead the commercial strategy as the team transitions to become the Audi F1 factory team in 2026. 

Audi has taken another "important step" in its preparations to join Formula 1 after the appointment of a new Chief Commercial Officer.

Stefano Battiston has been appointed CCO and will report directly to Andreas Seidl, the CEO of the project in his new role.

Battiston previously had experience in F1 with the Alfa Romeo team and was commercial director of the Audi project, as well as stints as Maserati and key Mercedes sponsor IWC Schaffhausen.

In his new position, Battiston will be in charge of areas that include but are not limited to marketing, brand, content, business development, and partnerships.

Article continues below. 

"The Audi F1 Project is going from strength to strength. Audi’s position on the global stage is solid and impressive, and I’m both delighted and determined in equal measure to drive this project forward," said Battiston. 

"We are forming a new team with a mission of becoming a pioneering platform for brands, opening the door to a culture that will transcend traditional partnerships and customer engagement. 

"Audi’s entry into Formula 1 is the pinnacle of their highly successful history in motorsport, and I’m grateful for this opportunity and challenge."

Also responding, former McLaren boss Seidl hailed Battiston's appointment.

"The appointment of Stefano is another important step in our transition to become the Audi F1 factory team from 2026, and it represents a solid foundation upon which we will continue to build as we prepare for our entry into Formula 1 with Audi," he said.

"[It will] ensure that we are commercially ahead of our competitors. I have worked with Stefano since I joined the Sauber Group: together, we have ambitious goals, and welcoming Stefano to this program brings us one step closer to realising them. 

"There is a race on track and off track; we want to win them both."

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RESULTS 2024 F1 Hungarian Grand Prix - Qualifying