Milton Keynes, February 18, 2025 – Audi has signed a groundbreaking three-year deal to become the official sponsor of Sky Sports F1. This extensive partnership will see Audi’s brand synonymous with every aspect of Sky Sports F1 coverage, from the live broadcasting of all practice sessions, qualifications, and races, to exclusive documentaries, in-depth analysis, and behind-the-scenes features.
Beginning on February 18, 2025, this sponsorship will kick off with the high-profile F1 75 Live showcase, where all 10 teams come together to unveil their 2025 car liveries for the first time. The partnership also aligns with the excitement building ahead of the 2025 season, with testing set to begin in Bahrain on February 26, and the first race weekend taking place in Australia from March 14.
Sky Sports F1 continues to grow its audience, with the 2024 season breaking viewing records and capturing the hearts of fans worldwide. A thrilling championship battle and dramatic on-track battles led to the British Grand Prix being the most-watched in its history, while digital engagement across Sky Sports platforms – including YouTube, the Sky Sports app, and its website – surged to new heights. The growing appetite for F1 across broadcast and digital spaces has paved the way for this exciting new chapter in the sport’s UK media landscape.
A Partnership Built on Performance and Innovation
Tony Moore, Head of Marketing at Audi UK, expressed his enthusiasm for the partnership, saying, “Innovative engineering has always been an Audi trademark, especially embodied in our range of performance cars. We’re excited to launch our partnership with Sky Sports Formula 1, the perfect platform through which to celebrate Vorsprung durch Technik.”
The multi-faceted partnership is designed to harness Sky’s broad media ecosystem, offering Audi significant exposure across broadcast, digital, social platforms, and through the Sky Sports F1 podcast. In addition to this full channel sponsorship, the deal covers Sky Media’s digital and social presence, amplified through Sky Advance for extended reach. Audi’s presence will seamlessly blend into the fast-paced world of F1, ensuring it connects with new and passionate fans.
Karin Seymour, Director of Client & Marketing at Sky Media, underscored the significance of the collaboration, stating, “Our partnership with Audi is truly multi-faceted. F1 has become one of the fastest-growing sports, with an increasingly diverse and engaged fan base driving record TV viewership and online engagement. As partners to Sky Sports F1, we’re helping Audi connect with this new wave of fans and be at the heart of the conversation.”
Looking Ahead: Audi’s F1 Ambitions
The announcement of Audi’s sponsorship deal with Sky Sports F1 also signals the brand’s growing investment in motorsport. Audi is set to join Formula 1 as a factory team in the 2026 season, marking a new chapter in the brand’s storied motorsport history. This move is part of Audi’s broader strategy to showcase its engineering excellence on the world’s most prestigious motorsport stage.
Tom Rovery, Partnerships Business Director at PHD, which brokered the deal, commented on the significance of the long-term relationship: “We are delighted to have extended Audi’s relationship with Sky Sports, in addition to our award-winning Innovation partnership. I’m confident that Audi & Sky Sports F1 will be a potent partnership of performance for years to come.”
Sky Sports: The Ultimate Destination for F1 Fans
As the exclusive home of Formula 1 in the UK and Ireland until 2029, Sky Sports F1 is the only platform where fans can experience the full breadth of F1 action. From practice and qualifying sessions to every race, Sky Sports provides unparalleled live coverage and expert analysis. With record-breaking engagement and viewership, F1’s popularity in the UK continues to soar, and Audi’s partnership with Sky Sports F1 positions the brand at the forefront of this growing phenomenon.
As the 2025 Formula 1 World Championship gets underway in Melbourne, Australia, from March 14-16, Audi’s sponsorship of Sky Sports F1 will play a pivotal role in the sport’s ever-expanding reach. It’s a thrilling time for both Audi and Formula 1, as they embark on this exciting new journey together, united by their shared values of performance, precision, and innovation.
