Qatar Becomes Principal Partner Of The Future Audi F1 Team For 2026

Visit Qatar will become a principal partner of the future Audi F1 Team when it enters the FIA Formula 1 World Championship in 2026, with the agreement centred on a shared ambition to present Qatar to the world and integrate it more deeply into the global Formula 1 community.

Under the partnership, Visit Qatar will showcase the country’s combination of culture, tradition, modernity, and hospitality to Formula 1 fans. As the Audi team competes across continents, the Visit Qatar brand will appear well beyond a single Qatar Grand Prix weekend, targeting Formula 1’s diverse international audience.

Qatar has quickly developed into a global hub for sport and tourism, hosting events such as the Formula 1 Qatar Grand Prix and the FIFA World Cup. The alliance builds on this growing profile, inviting Formula 1 followers to experience Qatar’s heritage, contemporary attractions, culinary scene, and welcoming approach to visitors.

For Visit Qatar, the agreement with the future Audi F1 Team is positioned as a platform to promote the country as a key destination for tourism, business, leisure, and sport. Cultural and immersive experiences are planned for 2026, both in the Formula 1 paddock and through online activations.

The collaboration reinforces the existing relationship between the Audi F1 Project and the Qatar Investment Authority, highlighting a mutual emphasis on performance, innovation, and strategic long-term growth. Audi’s anticipated entry into Formula 1 is described as creating distinct opportunities for partners aligned with these priorities.

Jonathan Wheatley, Team Principal of the future Audi F1 Team, said: "The Qatar Grand Prix has grown into a valued destination on the F1 calendar. Welcoming Visit Qatar as a partner and bringing Qatar's unique blend of culture, warmth, and innovation to F1 fans around the world is a natural next step to highlight what makes this country such a remarkable destination. Through unique fan events, cultural showcases, and digital experiences, we are excited to partner with Visit Qatar to foster global cultural connections, built through the platform of Formula 1."

Eng. Abdulaziz Ali Al-Mawlawi, CEO of Visit Qatar, said: "Partnering with the future Audi F1 Team marks an important step in advancing our global tourism ambitions. Formula 1 offers a powerful platform, and this collaboration enables us to present Qatar's culture, hospitality, and modern appeal to audiences worldwide.

"As the team makes its debut in 2026, we look forward to creating meaningful touchpoints that encourage fans to explore Qatar and experience the country's diverse offerings for themselves."