The Audi Revolut Formula 1 team revealed a new partnership with Aleph, a prominent global digital advertising enabler, as it gears up for its debut in the FIA Formula One World Championship. This collaboration aims to leverage the team’s global reach to create meaningful impact in local markets across the world during the upcoming 24-race season.
Focus on Local Engagement Within a Global Racing Schedule
While competing in prestigious Formula 1 events worldwide, the team intends to convert its international presence into authentic local engagement. Audi Revolut’s commercial and fan-driven strategies emphasize establishing cultural connections in each city, community, and country they visit to enhance the experience for diverse audiences.
The announcement was shared through the official channels of Audi, Audi F1 Team, Audi Sport, Revolut, Revolut Business, and Aleph Group Inc., signaling a coordinated effort to promote the partnership across multiple platforms.
Driver Lineup and Leadership Steering Audi Revolut F1
The team has already generated excitement by confirming its driver roster, featuring German racer Nico Hülkenberg, who celebrated his first Formula 1 podium at the 2025 British Grand Prix, alongside Brazilian competitor Gabriel Bortoleto. Leadership for the 2026 season will be headed by Team Principal Jonathan Wheatley and Mattia Binotto, who serves as Head of the Audi F1 Project.
Commercial Perspective: Localized Fan Connections
Stefano Battiston, Chief Commercial Officer of the Audi Revolut F1 Team, emphasized the importance of combining global scope with local relevance:
“Audi Revolut F1 Team is built on a global platform, but relevance is always local. We race in different cities, cultures and communities around the world, and our ambition is to activate and deliver value in each of them in a way that feels authentic and brings the sport closer to the fans.”
He further explained,
“Our partnership with Aleph supports our ability to translate a global team platform by connecting with fans on their terms, in their markets and within their cultural context.”
Aleph’s Role in Deepening Local Market Connections
Aleph’s involvement will help Audi Revolut approach fan engagement with greater cultural specificity. By tailoring activations to resonate with local audiences in key markets, the team aims to avoid generic efforts and instead foster meaningful cultural ties wherever they compete.
Gastón Taratuta, Founder and CEO of Aleph, expressed,
“Audi Revolut F1 Team provides a global platform with strong local engagement. Aleph’s focus on innovation, agility, and a ‘glo-cal’ approach aligns closely with Audi Revolut F1 Team, that’s why our partnership feels so powerful and natural. We share in the excitement of the team’s debut and look forward to engaging our ecosystem—partners, clients, and employees alike.”
Extending Impact Beyond the Racetrack
The partnership’s goal extends beyond just the racing calendar; it prioritizes establishing cultural connections and generating significant local impact for partners, clients, and employees. Aleph highlighted this mission on its official LinkedIn post, stating,
“This goes beyond the 24-race calendar. This is about cultural connections and local meaningful impact. For the upcoming season, together, we will deliver unforgettable activations that will go beyond the racetrack for our partners, clients and employees. Innovation, agility and a glocal approach make Aleph what it is. And this is precisely where we align, powerfully and naturally, with Audi Revolut F1 Team. We’re ready to build what comes next together, on and off the track.”
By bridging global ambitions with local authenticity through this partnership, Audi Revolut F1 and Aleph are positioned to redefine fan engagement in Formula 1. This strategic alliance is expected to create deeper connections within diverse communities while strengthening the team’s commercial impact as it embarks on its inaugural season.
