Red Bull set for eye-watering multi-million partnership deal - report

Adidas is set to expand its presence in F1 with a bold €27 million annual partnership with Red Bull.

While maintaining its existing collaborations with Mercedes and Audi, which are believed to receive a similar figure annually, the German sportswear giant will increase its paddock partnership to three of Formula 1's 11 teams, according to BILD.

This new deal, which is rumoured to be for three years starting in 2027, positions Adidas prominently among other key players in F1, such as Puma and Castore.

Having moved into the F1 space in 2025 with Mercedes, it became a partner of Audi for the current season. However, Adidas is evidently not content with merely clothing teams with German power. 

The three-stripped company is understood to have pitched to Red Bull in the past, and including the Milton Keynes-based team in its portfolio would be a clear signal of intent.