Audi Revolut F1 Team has announced a multi-year strategic partnership with Gillette, which makes them the global grooming brand as an official partner as the team prepares to enter the Formula 1 era.
The agreement also brings Braun and Gillette Venus into the partnership, extending the collaboration across Procter & Gamble’s shaving portfolio and positioning the alliance around shared values of precision, performance and engineering excellence.
A partnership built on precision and performance
Audi Revolut F1 Team said the partnership reflects a shared focus on technical accuracy, from the fine tolerances of a Formula 1 car to the design and performance of grooming products.
Gillette, which has more than a century-long history in grooming innovation and sports marketing, will support the team from its formative stages as it builds its presence on the global Formula 1 stage.
The inclusion of Braun adds another layer to the partnership, aligning two German brands with a reputation for engineering-led design and premium quality.
Gillette Venus brings a broader consumer dimension, with the partnership aiming to engage more diverse and next-generation audiences across Formula 1’s global fan base.
Integrated branding and fan activations
The partnership will feature integrated branding across the Audi Revolut F1 Team car and team assets, alongside bespoke product initiatives, retail collaborations and fan-focused activations throughout the season.
Gillette branding will appear from the outset, including at the Audi Revolut F1 Team launch in Berlin on January 20.
Stefano Battiston, chief commercial officer of Audi Revolut F1 Team, said the partnership was a natural fit.
“Gillette is one of the most iconic brands in the history of sports marketing, with a legacy built on authentic connections with fans worldwide,” Battiston said.
“Bringing Gillette, together with Braun and Venus, into the world of Formula 1 is a strong statement and a natural fit alongside the outstanding global partners that already support our team.”
He added: “Gillette is a true power brand, one that shares our belief that engineering excellence and beautifully designed products can inspire confidence and emotion.”
Gillette backs Audi’s F1 journey from the start
Gary Coombe, CEO of Gillette, said the brand was excited to partner with Audi as it enters Formula 1.
“We are thrilled to announce our partnership with Audi Revolut F1 Team as they prepare to compete at the pinnacle of motorsport,” Coombe said.
“We are inspired by the team’s long-term vision and excited to be part of its journey from the very beginning.”
Coombe said the partnership would provide a global platform to showcase Gillette and Braun’s performance credentials through “unmissable media and retail activations” both on and off the track.