Connect with us

Sports

Adidas and Puma Vie for Audi’s Formula 1 Apparel Sponsorship

Published

on

Adidas and Puma Vie for Audi's Formula 1 Apparel Sponsorship

The battle to become the official apparel sponsor of Audi’s forthcoming Formula 1 team is intensifying, with sportswear giants Adidas and Puma reportedly competing fiercely for the coveted role.

Audi, which is set to debut in F1 in 2026 through its partnership with Sauber Motorsport, is looking to secure a prominent sportswear partner to bolster its entry into the high-profile world of racing. The deal, estimated to be worth around $30 million annually, is expected to play a crucial role in establishing Audi’s presence on the grid.

Adidas, currently leading the charge according to SportsBusiness, is rumored to be in pole position for the sponsorship. The brand is reportedly set to replace Puma as Mercedes’ official clothing partner starting in 2025, making it a significant player in the F1 apparel market. Adidas had previously shown interest in teaming up with Red Bull Racing but was unable to clinch that partnership, which continued with Castore.

Advertisement

Puma, however, is not backing down. The sportswear company, which currently enjoys a successful partnership with Ferrari, is keen to expand its footprint in F1 and remains a strong contender for the Audi deal. The competition underscores the high commercial stakes involved and the appeal of aligning with the glamorous and globally recognized sport.

Audi has already made notable progress in other areas of its F1 project, securing technical partnerships with BP and appointing Castrol as its lubricant supplier. The appointment of an apparel sponsor will further enhance the team’s branding and visibility.

Adidas CEO Bjorn Gulden, reflecting on the growing significance of F1, stated, “The three races in the United States have brought great visibility and interest to this sport even in the US, and Formula 1 is a big business. Most of the contracts in F1 regarding technical sponsors expire in 2026. We are talking with several teams, and the plans are so advanced that I can’t say anything. We will do so as soon as we can.”

Advertisement

As Audi gears up for its F1 debut, the team is expected to forgo a traditional title sponsor, focusing instead on using its new platform to elevate its global brand presence. The outcome of this apparel sponsorship battle will not only provide substantial exposure for the winning brand but also play a pivotal role in shaping the identity of Audi’s new F1 venture.

Continue Reading
Advertisement
Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

Sports

Tielemans says sorry after Man Utd comments upset Villa supporters

Published

on

Manchester United midfielder Youri Tielemans has apologised to Aston Villa fans after saying his new club was above his former side.

The Belgium international, 29, joined United from Villa this summer on a five-year contract after the club triggered his £35m release clause.

Tielemans spent three years at Villa Park after joining from Leicester City in 2023, making 134 appearances and scoring 10 goals.

Advertisement

Speaking during United’s pre-season tour, Tielemans praised Villa for helping him return to his best form but then said: “There are clubs above Villa, and Manchester United is one of them.”

His comments drew criticism from some Villa supporters, prompting the midfielder to issue an apology on Instagram.

“Never meant for my words in the press yesterday to offend anyone or the institution of Aston Villa Football Club, which I massively respect and I’m grateful for the past three years,” Tielemans wrote.

Advertisement

“I must however admit my mistake and apologise for my choice of words, will be more careful in the future.

“Wishing the club the best in the future.”

Tielemans, who helped Belgium reach the quarter-finals of this summer’s World Cup, signed for United in July in a deal that keeps him at Old Trafford until 2031.

Advertisement

He described the transfer as “the culmination of years of dedication since I first fell in love with football”, adding that joining “such a special club” was an incredible feeling.

The midfielder endured injury problems last season, suffering separate calf and ankle issues that limited him to 35 appearances in all competitions for Villa — his lowest total in a season since moving to England.

United will face AC Milan in their final pre-season fixture on Saturday, while Villa play Borussia Monchengladbach.

Advertisement

The Premier League season begins next weekend.

Continue Reading

Sports

PSG given extra dressing room after complaints ahead of Super Cup

Published

on

Paris Saint-Germain have been given an additional dressing room at the Red Bull Arena after expressing dissatisfaction with their facilities ahead of Wednesday’s UEFA Super Cup against Aston Villa.

Champions League winners PSG were initially allocated the away dressing room at the stadium in Austria, while Europa League champions Aston Villa were using Red Bull Salzburg’s home dressing room.

PSG officials raised concerns with UEFA during a pre-match meeting on Monday, saying their allocated dressing room was too small.

Advertisement

UEFA subsequently made a spare dressing room available to PSG, allowing the French side more space and facilities comparable to those provided to Aston Villa.

The additional room is normally used by match officials, but UEFA said no officials were moved to accommodate PSG.

Luis Enrique’s side will face Unai Emery’s Aston Villa in the Super Cup, which brings together the winners of Europe’s two major club competitions from the previous season.

Advertisement
Continue Reading

Sports

Bruno Guimaraes joins Arsenal from Newcastle

Published

on

Bruno Guimaraes has completed his move from Newcastle United to Premier League champions Arsenal, saying he felt ready for a new challenge.

The 28-year-old Brazil midfielder has signed a four-year contract with Arsenal, with the option of a further 12 months.

Guimaraes had made it clear earlier in the summer that he wanted to join Arsenal and left Newcastle’s pre-season training camp in La Manga, Spain, earlier this week to complete the transfer after talks between the clubs reached an agreement.

Advertisement

“This move is very tough because Newcastle means so much to me,” Guimaraes said.

“But I wanted to experience something new in my life. I feel ready for a new challenge for myself and my family.”

The midfielder said he had received messages from several of his new team-mates, including fellow Brazil international Gabriel and England midfielder Declan Rice.

Advertisement

Rice, who has previously faced Guimaraes in midfield, joked: “Come here and please no more fights, now we’re friends.”

“I’m at the point of my life, I think I need a challenge like this,” Guimaraes said. “I want to win trophies, I want to make history and I think I’m in the right place to do it. I’m so excited to start.”

Guimaraes joined Newcastle in January 2022 when the club were battling relegation and quickly became an important part of their revival under former manager Eddie Howe.

Advertisement

He was appointed captain and became the first Newcastle skipper in 70 years to lift a major domestic trophy when the club beat Liverpool in the 2025 Carabao Cup final.

Newcastle said they wished Guimaraes and his family well following his departure.

Advertisement
Continue Reading

Trending