Racing
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German media BILD reports Adidas has struck a deal to outfit Red Bull Racing from 2027 for around €27 million per season in a contract believed to run at least three years. If completed, the move would expand Adidas’s Formula 1 footprint to three teams, joining Mercedes, with which it began in 2025, and Audi.
The agreement is reported to run for a minimum three-year term. The value is said to be on the same level as the sums linked to Adidas’s partnerships with Mercedes and Audi. The package would place Adidas across multiple front-running operations and lift its visibility on race weekends and in global retail.
A tie-up with Red Bull would mark a bold play in the F1 apparel space. It would add one of the sport’s most high-profile and recently successful teams to Adidas’s roster. The team’s consistent performance and star power offer a broad marketing platform. That scale would help Adidas challenge other apparel suppliers in the paddock, including Puma and Castore.
People familiar with the talks say Adidas has approached Red Bull before. Sources say the brand has already presented designs for a joint collection. That suggests the current proposal has advanced beyond early-stage ideas and into concrete creative concepts.
The parties have not issued confirmation. Adidas spokesperson Oliver Brüggen told BILD the company does not participate in rumors and speculations. Red Bull has not commented through BILD in the reporting cited.
If finalized, the Red Bull deal would give Adidas a presence across three of the sport’s 11 teams. That scale matters for brand exposure at circuits and in broadcast shots, and for sales of team collections in stores and online. It would also create a broader pipeline of licensed products across seasons, from team kit to lifestyle items, tied to three different fan bases.
The timing from 2027 lines up with a future cycle in which teams and suppliers often renew or switch partners. Entering with a long-term runway would allow Adidas and Red Bull to plan a full apparel range and rollout. The reported design work shown to Red Bull points to early preparation on that front.
The reported terms mirror what has been linked to Adidas’s other F1 relationships. The brand’s move into Mercedes starting in 2025, combined with Audi and a potential Red Bull partnership, would mark a rapid build-out of its presence at the top end of the grid. That concentration with well-known teams raises the stakes in its contest with existing suppliers that already hold multiple team deals.
A Red Bull partnership would also broaden Adidas’s activation options. The team attracts large global audiences through race results and a strong fan community. That reach supports new collection launches, trackside promotions, and digital campaigns tied to each race week. It also gives retailers a mix of products with strong demand across markets.
Puma and Castore have grown their own F1 portfolios in recent seasons. A move by Adidas to add Red Bull would reshape how brands carve up the category. It would leave fewer top slots open for rivals and increase the pressure around renewals as current deals expire.
BILD’s report frames the Red Bull agreement as part of a larger strategy by Adidas to raise its stake in Formula 1. With Mercedes in place from 2025 and Audi also on board, the reported Red Bull deal would push the brand into a leading position among team outfitters. The lack of official confirmation means details could still change, but the scope of the plan signals an offensive approach to the F1 market.