Audi marked the Qatar Grand Prix weekend with the announcement that Visit Qatar will become a principal partner of the future Audi F1 Team when it enters the FIA Formula One World Championship in 2026. The agreement brings together two organisations intent on engaging a global audience through culture, innovation, and world-class hospitality.
For Visit Qatar, the partnership provides a prominent platform to showcase the country’s blend of tradition, modernity, and warm hospitality. Its branding will extend far beyond a single race weekend, appearing throughout the F1 calendar as the team competes on circuits across multiple continents. The initiative aims to inspire fans to explore Qatar through a mix of cultural programming, digital engagement, and curated experiences.
Qatar has rapidly established itself as a major global hub for sport and tourism, hosting events such as the FIFA World Cup and the Qatar Grand Prix. Audi’s arrival in Formula One adds another touchpoint in the nation’s growing international presence. For the 2026 season, fans can expect immersive initiatives developed jointly by Visit Qatar and Audi, designed to highlight the country’s heritage, architecture, cuisine, and modern attractions both in the paddock and online.
The announcement also strengthens the existing relationship between the Audi F1 project and the Qatar Investment Authority, underlining shared commitments to long-term innovation, performance, and strategic growth.
Jonathan Wheatley, Team Principal of the future Audi F1 Team, said the partnership was a natural fit. “The Qatar Grand Prix has become a marquee destination on the F1 calendar. Welcoming Visit Qatar as a partner allows us to introduce fans worldwide to the country’s unique mix of culture, warmth, and innovation. Through special fan events, cultural showcases, and digital experiences, we look forward to working with Visit Qatar to build global cultural connections through the platform of Formula One.”
Eng. Abdulaziz Ali Al-Mawlawi, CEO of Visit Qatar, emphasised the significance of the collaboration. “This partnership with the future Audi F1 Team marks an important milestone in advancing our global tourism ambitions. Formula One offers a powerful platform, and this collaboration allows us to share Qatar’s culture, hospitality, and contemporary appeal with international audiences. As the team makes its debut in 2026, we look forward to creating meaningful touchpoints that encourage fans to explore Qatar and experience the diversity of its offerings.”
The partnership arrives at a moment of heightened anticipation for Audi’s entry into Formula One, providing a high-visibility showcase for both brands as they prepare for the 2026 season.