Visit Qatar has been officially welcomed as a principal partner of the future Audi F1 Team ahead of the manufacturer’s highly anticipated entry into the FIA Formula 1 World Championship in 2026. The partnership is grounded in a shared ambition: bringing Qatar’s world-class hospitality, culture, and travel experiences to the heart of the global Formula 1 community.
As Audi prepares for one of the most significant team launches in recent F1 history, Visit Qatar will leverage the sport’s international reach to introduce fans to the country’s distinctive blend of tradition, modernity, architecture, culture, and warmth. The partnership extends well beyond a single race weekend, positioning Qatar as a year-round destination for global travellers and motorsport enthusiasts.
A Global Stage for Qatar’s Tourism Vision
Formula 1 has become one of the most powerful lifestyle and tourism platforms in the world, and Qatar has rapidly cemented itself as a major player on the global stage. Today, the country hosts flagship events including the Formula 1 Qatar Grand Prix, major international festivals, and the FIFA World Cup.
By partnering with Audi, Visit Qatar will elevate its visibility across F1’s 24-race calendar, offering fans:
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Immersive cultural touchpoints across race weekends
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Digital experiences that showcase Qatar’s heritage and modern attractions
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Exclusive events highlighting the nation’s culinary excellence and hospitality
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Invitations to discover Qatar through curated travel itineraries and content
The collaboration enables Visit Qatar to present the country as a leading destination not only for tourism, but also for business, leisure, and sport.
A Strategic Alliance with Long-Term Ambition
Audi’s entry into Formula 1 is one of the sport’s most anticipated milestones, presenting a rare opportunity for global partners. This partnership further strengthens the relationship between the Audi F1 Project and the Qatar Investment Authority (QIA), reinforcing shared values of performance, innovation, and long-term growth.
Leadership Commentary
Jonathan Wheatley, Team Principal, future Audi F1 Team:
“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. 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:
“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.”
