Libertex & Audi F1

Libertex wanted to strengthen its position as a global trading brand by moving into a premium, high-visibility sports property. Formula 1 was the obvious platform, but with only ten teams on the grid and most long-term partnerships already locked in, the 2026 cycle offered very few credible entry points. The challenge was to secure a partnership that delivered global reach, long-term brand value and a clear competitive edge, without overpaying in a sponsorship market that had become increasingly competitive, with F1 sponsorship revenue experiencing a 35% year-on-year increase between 2023 and 2024.

The most valuable opportunity wasn’t with an established frontrunner, but with a team about to undergo a transformational shift. Audi’s entry into Formula 1 in 2026 represented a rare moment: a world-class automotive brand joining the grid with a long-term commitment, a clear technical roadmap and a global fanbase already in place. For Libertex, aligning with Audi at the very start of its F1 journey offered more long-term value than chasing short-term performance with a mid-table team. The vision was simple: join forces with a global automotive brand on their journey to becoming an established force in F1.

Playmaker Sports identified Sauber’s transition to Audi as the most commercially efficient route into Formula 1 for Libertex. The partnership was structured to give Libertex immediate visibility through the 2025 season, followed by a seamless transition into the Audi F1 Team in 2026. This ensured the brand was embedded early and positioned for multi-market activation as the new team came online. The activation plan focused on early-stage association with Audi’s F1 project, premium client engagement at key races, and digital performance campaigns tied to race-weekend spikes. The objective was to enter Formula 1 with momentum, not just a logo.

The partnership delivered immediate visibility and strong early-stage engagement, starting at the F1’s headline season launch event. Libertex branding appeared across the 2025 car, team kit and digital channels, and the team’s podium at the British Grand Prix generated global broadcast exposure at a critical moment in the season. Premium hospitality events, including Monaco, strengthened relationships with high-value clients, while the brand established credibility within a category where trust and stability matter. Most importantly, Libertex entered 2026 as a founding partner of the Audi F1 Team, positioned for multi-year brand growth as Audi ramps up investment, performance and global fan engagement.

Audi’s entry into Formula 1 was one of the most anticipated manufacturer arrivals of the decade, and Libertex secured its position before the market inflated around the Audi brand. The partnership gave Libertex a multi-year runway with a team backed by a global automotive leader, supported by early activations that delivered measurable engagement across priority markets. The structure of the deal demonstrates Playmaker Sports’ ability to identify value ahead of the market, not after it.