WWP Group Accelerates Commercial Ambitions of Audi F1 Project
WWP Weirather-Wenzel & Partner AG (WWP Group) Announced as Co-lead Agency for Audi's F1 Commercial Partnerships
Ruggell, February 7, 2025 – WWP Weirather-Wenzel & Partner AG
(WWP Group) is proud to announce that it has been appointed by Sauber Motorsport as co-lead agency to drive the commercial strategy of Audi's F1 factory team for its highly anticipated entry into Formula 1 in 2026. With over three decades of expertise in motorsports marketing and acquisition, WWP will play a decisive role in securing top-tier global partnerships for Audi’s ambitious F1 project.
Stefano Battiston, Chief Commercial Officer at Audi F1 Project/Sauber Motorsport AG, emphasized the importance of the collaboration:
“Audi’s entry into Formula 1 is more than just a sporting endeavor.
We need the best partners to navigate this commercial landscape, and WWP’s unrivaled expertise and deep-rooted industry network make them the perfect Co-lead agency for this mission. Their proven track record in motorsports and their ability to create long-term value for brands align seamlessly with our ambitions both on and off the track. WWP has supported us over the past 12 months, laying the foundation for our commercial success by building and structuring our sales operations.”
Robert Schmidle, CEO of WWP Group, commented:
"Having collaborated with Audi across various projects for more than twenty years, we understand what it takes to succeed in this premium environment. We look forward to applying our expertise to help establish Audi's commercial presence in Formula 1."
WWP will support the strategic direction and execution of commercial partnerships of Audi's F1 project, ensuring a cohesive and premium approach to sponsorship acquisition and brand collaboration. WWP’s longstanding relationships with major global brands and its experience in successfully structuring high-value partnerships will be instrumental in positioning Audi as a dominant force in the commercial sphere of Formula 1.
As a trusted partner to some of the biggest names in global motorsport, WWP brings a unique understanding of how to maximize brand potential in F1. Through strategic partnerships and a targeted sponsorship approach, WWP will ensure that Audi’s commercial portfolio in Formula 1 is as innovative and forward-thinking as its engineering philosophy.
About WWP Group
WWP Weirather-Wenzel & Partner AG is a leading international sports marketing agency that shapes and delivers premium partnerships in global sports. From strategic acquisition to innovative activation, brand experiences, and premier hospitality solutions, WWP provides comprehensive marketing expertise across the entire sports industry. With more than 30 years of experience, the company has established itself as a trusted partner to top-tier brands. Operating across Europe with a team of more than 150 experts, WWP combines strategic vision with premium execution to create bespoke exceptional marketing solutions that drive growth.
About Audi F1 Project
Audi will enter Formula 1 for the first time in 2026 with its own factory team and a hybrid drive system (“Power Unit”) developed in Germany. The future team is based at two locations: Audi Formula Racing GmbH, which was founded specifically for the project, is developing the Power Unit in Neuburg an der Donau. Hinwil in Switzerland will be home to the development of the racing car as well as the planning and operating of the races. Formula 1 is regarded as the pinnacle of motorsport and, with its global reach, is one of the most important sports platforms in the world. Another decisive factor for Audi’s entry is the new FIA regulations, which from 2026, will include sustainable fuels and increase the electric share of the hybrid drive unit to almost 50 percent.