How Audi builds an F1 team from scratch

In 2026, the traditional German brand Audi will enter Formula 1 with its own team. In his talk with host Lisa Ramuschkat, Stefano Battiston, CCO of the Audi F1 Project/Sauber Motorsport, shares the reasons for entering the series, the challenges and opportunities involved and his vision for the future. These are his best GMPLN quotes.

Billions of TV viewers, a young and diverse audience, strong growth in the US and China, Drive 2 Survive, etc. – you've probably heard that Formula 1 is the fastest-growing sport, and there are many reasons for this. Battiston even calls it a cultural movement. Because on a race weekend, the action on track is only one piece of the experience. Would you have expected rapper Eminem to perform concerts at an F1 event? According to the Swiss, around 40 percent of all ticket buyers are attending their very first Formula 1 race. This broad fan base opens up huge opportunities for teams, while at the same time challenging them to create the right content for different audiences. No surprise then that other sports are paying close attention. At his first Grand Prix in Miami, Battiston met the General Manager of the Miami Dolphins, who was impressed by the event, saying the it is even bigger than the Super Bowl. Battiston agreed, adding that just two weeks later, the next race would take place in yet another global metropolis.

How many people do you think stand behind a Formula 1 team besides an engineer and two drivers? Stefano Battiston has the answer: 1,200 to 1,500 – incredible, isn’t it? Success in Formula 1 is about more than speed. It takes a fully aligned team, all pulling in the same direction. That’s why the leadership group around Mattia Binotto and Jonathan Wheatley invested serious time in building a true championship culture. Clear goals were set, core values defined, and a shared vision established — all with one ambition: to always stay one step ahead of the future. The claim that unites it all: "We are Vorsprung."

The positive momentum of Formula 1 is, of course, attracting brands. But for Stefano Battiston, the strategy is clear: anyone looking to appear as just a sponsor with the traditional German brand is not the right fit. He is looking for brands to step in as true partners and co-creators. Together, the goal is to build new platforms, explore innovative paths and ultimately create a strong, engaged community.

When asked about the team’s future, the ambition is clear: Audi wants to compete for the championship as quickly as possible and the technologies developed along the way should ultimately benefit everyday Audi drivers as well.

But beyond sporting success, the connection to the community remains essential. The goal is to engage new and younger audiences while never losing sight of the loyal original fans. And with a bit of luck, both will be wearing an Audi F1 cap in the future.