Audi is launching a major marketing campaign for its Formula 1 debut

Just days before his first Grand Prix in the World Championship Formula 1Audi, which replaces Sauber from the 2026 season, is taking over the capital of Victoria with a series of activities open to the public. The centerpiece of this initiative is the floating structure AFLOAT, installed on the Yarra River, which has been transformed into a headquarters accessible to fans throughout the Australian Grand Prix weekend. car The R26 will be on display alongside an Audi R8 LMP in its famous livery.  "crocodile", victorious in Adelaide in 2000.

The program extends beyond the circuit's framework with local collaborations, notably with Nico's Deli, where Nico Hulkenberg Gabriel Bortoleto and Axil Coffee Roasters each designed a limited-edition sandwich, recognizing Melbourne's status as one of the world's leading coffee cities. Global partners of the project are also participating: team-branded gas stations with BP, barbershop events with Gillette, community runs with Adidas, and musical evenings organized by Revolut.

For Stefano Battiston, Audi F1's commercial director, this strategy illustrates the brand's desire to become part of the culture of the cities it visits, making each race weekend a platform that blends performance, community, and lifestyle. Melbourne thus represents the first step in a rollout that is set to continue throughout the 2026 season for the German brand.

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