Visit Qatar has been announced as a new principal partner of the future Audi F1 Team, strengthening ties between the worlds of global motorsport and international tourism as Audi prepares to enter the FIA Formula 1 World Championship in 2026. The partnership aims to spotlight Qatar’s culture, hospitality, and rapidly growing tourism landscape to millions of Formula 1 fans around the world.
Building on Qatar’s expanding global footprint — marked by major events such as the Formula 1 Qatar Grand Prix and the FIFA World Cup — this collaboration will showcase the nation’s vibrant heritage, culinary scene, modern attractions, and warm hospitality. Visit Qatar branding will appear throughout race weekends and across digital platforms, creating cultural touchpoints and immersive experiences for fans worldwide.
For Visit Qatar, the alliance provides a powerful stage to promote the country as a premier destination for leisure, business, and sport. It also reinforces the strong relationship between the Audi F1 Project and the Qatar Investment Authority (QIA), reflecting a shared commitment to long-term growth, innovation, and high performance.
Jonathan Wheatley, Team Principal of the future Audi F1 Team, said: “The Qatar Grand Prix has grown into a valued destination on the F1 calendar. Welcoming Visit Qatar as a partner and bringing Qatar’s unique blend of culture, warmth, and innovation to F1 fans around the world is a natural next step to highlight what makes this country such a remarkable destination. Through unique fan events, cultural showcases, and digital experiences, we are excited to partner with Visit Qatar to foster global cultural connections, built through the platform of Formula 1.”
Eng. Abdulaziz Ali Al-Mawlawi, CEO of Visit Qatar, added: “Partnering with the future Audi F1 Team marks an important step in advancing our global tourism ambitions. Formula 1 offers a powerful platform, and this collaboration enables us to present Qatar’s culture, hospitality, and modern appeal to audiences worldwide. As the team makes its debut in 2026, we look forward to creating meaningful touchpoints that encourage fans to explore Qatar and experience the country’s diverse offerings for themselves.”
