Adidas announced an annual €27 million deal with Red Bull, significantly expanding its presence in Formula 1. The partnership, which rumors indicate will last for three years starting in 2027, positions the German sportswear giant alongside other major paddock players like Puma and Castore.
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The three-stripes brand began its journey in Formula 1 in 2025, outfitting Mercedes, and is currently also a partner of Audi. Despite maintaining these relationships, Adidas shows that it does not intend to limit itself to teams of German origin. According to information from BILD, the company will start outfitting three of the 11 teams in the category.
Sources also indicate that Adidas had previously made a proposal to Red Bull, and the inclusion of the Milton Keynes team in its portfolio reinforces its ambitions within the sport.
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While Mercedes and Audi reportedly receive similar annual amounts, Red Bull’s entry marks a new chapter in the brand’s strategy in F1.
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