Audi Teams Up with Sky Sports as Official F1 Sponsor for Three-Year Partnership
Audi has signed a three-year agreement to sponsor Sky Sports F1 officially. This comprehensive channel sponsorship includes coverage of every practice session, qualifying round, and race, as well as documentaries, analyses, and feature programmes.
The multi-faceted partnership kicks off on 18 February, coinciding with the F1 75 Live event. This marks the first occasion all 10 teams will reveal their 2025 liveries together. The season's testing commences in Bahrain on 26 February, followed by the inaugural race weekend in Australia beginning on 14 March. Sky Media and Omnicom Media Group’s PHD have meticulously planned and brokered this deal, which integrates all facets of the Sky Media ecosystem. The sponsorship spans broadcast, Sky Sports digital platforms, and extends through Sky Advance. It also includes coverage across Sky Sports social channels and the Sky Sports F1 podcast.
The 2024 season shattered viewership records for Sky Sports. Tightly contested races throughout the grid offered viewers an unpredictable and exhilarating experience. The British Grand Prix emerged as the most-watched British GP in history. Moreover, there was a significant uptick in video views on the YouTube channel, website, and app.
Tony Moore, Audi UK’s Head of Marketing, stated: “Audi is synonymous with innovative engineering, particularly evident in our performance car range. We are thrilled to launch our partnership with Sky Sports Formula 1, an ideal platform to showcase Vorsprung durch Technik.”
Karin Seymour, Sky Media’s Director of Client and marketing, added, "Our partnership with Audi is comprehensive. With F1's rapidly expanding fan base driving record TV and online engagement, our collaboration positions Audi at the forefront of this growing popularity."
Tom Rovery, Partnerships Business Director at PHD, remarked: “We are excited to expand Audi’s engagement with Sky Sports, building on our award-winning Innovation partnership. We believe the collaboration between Audi and Sky Sports F1 will forge a dynamic and enduring alliance.”
Sky Sports remains the exclusive F1 broadcaster in the UK and Ireland through 2029, providing unmatched live coverage and expert analysis of every practice, qualifying session, and race. The 2025 Formula 1 World Championship battle commences in Melbourne, Australia, from 14-16 March.