According to several sources, Adidas could strike a major blow in Formula 1 with a massive partnership with Red Bull. An agreement that would confirm the German brand’s offensive in the paddock.
Read more Verstappen ready to walk away? «It no longer feels natural»
Adidas’ presence in Formula 1 continues to grow. After taking its first steps in the discipline in 2025, the brand with the three stripes now seems ready to change dimension.
Already a partner of Mercedes F1 and then Audi for the current season, the German equipment manufacturer could add a third top-tier team to its portfolio: Red Bull Racing.
According to information from the German media outlet BILD, an agreement is reportedly in the works to make Adidas a key player in the paddock, on the same level as established references like Puma or Castore.
A contract worth 27 million euros per year
The future partnership mentioned would be particularly impressive financially. Adidas would be ready to invest around 27 million euros per season to equip Red Bull, a similar amount to that already committed with Mercedes and Audi.
This contract, which could start in 2027 for a duration of three years, would mark a strategic turning point for the German brand. By partnering with one of the most successful teams on the grid, Adidas would considerably strengthen its visibility.
Such an investment highlights the growing importance of Formula 1 as a global marketing platform for major brands.
An offensive strategy against the competition
With this operation, Adidas would clearly display its ambitions: to establish itself as a major player against its historical competitors already well established in F1.
Read more F1 under tension: safety, Verstappen and Antonelli at the heart of global reactions
Until now, the brand had mainly favored partnerships linked to German projects, notably with Mercedes and Audi. But by targeting Red Bull, a structure based in Milton Keynes and multiple world champion, it would considerably expand its influence.
This is not the first attempt, however. Adidas has reportedly approached Red Bull in the past, without success. This time, the proposal seems more complete and financially difficult to ignore.
Red Bull, a strong strategic choice
Partnering with Red Bull Racing would represent a major opportunity for Adidas. The Austrian team remains one of the most exposed showcases of the championship, notably thanks to its recent successes and its star drivers.
Such a partnership would allow the brand to benefit from increased global visibility, both on the circuits and in marketing activations around F1.
If the deal were to materialize, it would confirm a strong trend: Formula 1 has become a strategic playground for sporting equipment giants.
And in this battle of image, Adidas seems determined to play a leading role.
Read more Wolff vs Horner: a return that is already dividing F1