Annals of Marketing 2026 – Audi Formula One and bp

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Audi said today that it is working with and bp (formerly British Petroleum) on new strategic partnership in Formula 1 as Audi prepares to enter F1 in 2026, which marks the introduction of new FIA F1 Technical Regulations with enhanced electrification and use of Advanced Sustainable fuel. Under the new partnership, bp and its specialist lubricants business Castrol will supply bp fuels and Castrol lubricants to enable “maximum performance” from the Audi F1 Power Unit. (AutoInformed on: Alpine, Audi, Ferrari, Honda, Red Bull Ford, Mercedes-AMG are V6 Power Unit Suppliers for Formula One in 2026)

“Audi and bp have always worked together successfully in motorsport. We are delighted that we can take this special partnership to the next level in Formula 1. Audi stands for ‘Vorsprung durch Technik’ and bp and Castrol also aspire to deliver the best technologies in the field of fuels and lubricants. This is a perfect match. It is a strong signal for Audi’s future F1 factory team that we have been able to establish this partnership at such an early stage,” said Andreas Seidl, CEO Audi F1 team.

This includes the development of the FIA defined Advanced Sustainable fuel as required by the FIA F1 Technical Regulations from 2026. To meet the regulations, the fuel must achieve greenhouse gas emissions savings relative to fossil-derived petrol of at least 65%. Furthermore, bp will also develop and supply Audi with a range of bp customized Castrol lubricants and greases including Castrol EDGE, Castrol’s most advanced engine oil, for the V6 turbo engine. Electrical components of the Audi F1 Power Unit will use the Castrol ON range of EV fluids. The companies have also agreed a long-term sponsorship, with bp becoming the first official partner of the nascent Audi factory team in Formula 1. This will include marketing and branding rights for bp, Castrol and Aral brands. Aral is bp’s leading fuel and retail brand in Germany.

“We are proud that Audi has once again chosen to partner with bp and Castrol, this time for their entry into Formula 1. It gives our premium brands the opportunity to showcase our technical expertise at the pinnacle of motorsport. We are already making great progress with the Audi F1 Project on the development of the bp fuel and Castrol lubricants as we seek to innovate and unlock maximum engine performance for the Audi F1 Power Unit from 2026,” said Nicola Buck, SVP marketing, bp.