Paulaner Becomes Official Supplier for the Future Audi F1 Team

Audi announced Paulaner as the official supplier of its future F1 team, highlighting a partnership rooted in tradition and responsible celebration; learn more.

The Munich-based brewery Paulaner is entering a new chapter as it becomes the official supplier of the future Audi Formula 1 Team. The long-term partnership brings together two brands that share values rooted in tradition, craftsmanship and a consistent pursuit of excellence.

For Audi, the collaboration is another step in building a broad ecosystem of partners ahead of its 2026 debut. Unlike technical or title agreements, Paulaner’s involvement focuses on the cultural and emotional side of motorsport, offering fans a chance to connect with the team through the familiar Bavarian spirit.

At the centre of the partnership is Paulaner 0.0%, the brewery’s non-alcoholic wheat beer, positioned as a symbol of responsible celebration and the social experience surrounding races. This focus reflects an orientation toward a diverse, global audience—from long-time Formula 1 followers to a new generation that values both sporting excitement and mindful choices.

Representatives from both companies describe the partnership as a natural extension of a shared mindset. Audi highlights a common approach based on passion, production heritage and the pursuit of outstanding performance. Paulaner, in turn, sees an opportunity to expand onto the international stage and introduce its non-alcoholic range to the global motorsport community.

While financial and operational details remain undisclosed, the partnership aligns clearly with Audi’s strategy of combining technical, commercial and cultural elements in shaping its new team. Alongside existing partners—ranging from title sponsor Revolut to adidas and bp/Castrol—Paulaner strengthens the fan-focused dimension of the project.

Looking ahead, the collaboration may create new touchpoints between the brand and fans. The celebratory atmosphere has long been a part of motorsport, and even in a non-alcoholic format, the product helps preserve that spirit without compromising principles of safety or responsibility. Although specific activation formats have not yet been revealed, the direction is clear: to merge tradition with the modern world of racing through a recognisable and meaningful symbol.