Adidas Is Reportedly Set to Pay €27 Million a Year to Add Red Bull to Its F1 Team Roster

Adidas is in advanced discussions to add Oracle Red Bull Racing to its Formula 1 portfolio. A reported deal worth €27 million per year is set to begin in 2027. The three year agreement was first reported by German outlet BILD. If it goes through, it would make Red Bull the third F1 team in the Adidas paddock. The lineup would then include Mercedes and Audi.

Adidas builds its F1 footprint

Adidas entered Formula 1 in 2025 through a partnership with Mercedes. It then added Audi ahead of the 2026 season. A Red Bull deal would mark a deliberate push to anchor the brand across multiple tiers of the grid. This includes the sport’s dominant constructor as well as its newest entrant.

The German sportswear giant has reportedly pitched Red Bull before. Therefore, this is a deal that has been in the works for some time. Locking in the Milton Keynes based team signals that Adidas views F1 as a core part of its long term brand strategy.

What the numbers say

At €27 million annually, the reported Red Bull figure mirrors what Adidas is understood to pay Mercedes and Audi per season. Across all three teams, that places Adidas’s total annual F1 outlay in the region of €80 million, a substantial bet on motorsport as a marketing channel.

For context, total F1 sponsorship spend is projected to surpass $3 billion in 2026, with technology partners and apparel brands competing for paddock visibility in a rapidly expanding global audience.

Competitive landscape

Adidas would join a paddock already occupied by Puma and Castore, two brands with established F1 team relationships. Puma has long supplied Ferrari. Meanwhile, Castore holds deals with several teams in the midfield. Adding Red Bull, the sport’s most commercially dominant team, gives Adidas a flagship partnership. This is something neither rival currently holds.

The 2027 window

The reported start date of 2027 aligns with a natural transition point in F1, as teams reset commercial structures following the 2026 regulation overhaul. No official confirmation has come from Adidas or Red Bull Racing as of publication. The deal remains a report, not a signed agreement.

For Adidas, the footwear and apparel angle is also clear: Red Bull’s global fanbase and content reach, built through decades of athlete branding well beyond motorsport, offers retail and lifestyle visibility that straight team sponsorship rarely delivers.