The adventure of an Argentine unicorn in Audi's 2026 Formula 1

Last week, the Audi Revolut F1 Team officially announced a strategic partnership with Aleph, the Argentine digital unicorn dedicated to advertising and marketing. This partnership marks a significant milestone: for the first time, an Argentine digital innovation company positions itself as an official partner of a team debuting in the Formula 1 World Championship. The collaboration represents a clear commitment to integrating local expertise into a global elite sports platform.

Aleph: the local partner for a global strategy

The reason behind this alliance is strategic and aligns with Audi’s “glo-cal” (global-local) vision. The team needed a partner capable of translating its international presence into local impact and relevance in each market where it competes. With a schedule of 24 races across different continents, cultures, and communities, Audi’s goal is to authentically activate the brand’s value in each territory, connecting with audiences on their own terms and cultural context.

This is where the Argentine unicorn plays a key role. Aleph brings not only its experience in identifying local communities and strategic entry points but also its ability to amplify activations so they genuinely resonate with regional audiences. According to Gastón Taratuta, founder and CEO of Aleph: “The global platform of Audi Revolut F1 Team with local interaction is exactly where we want to be. Our vision of innovation, agility, and ‘glo-cal’ focus aligns perfectly with the team’s ambitions.”

Audi Revolut F1 Team: debut with regional ambition

Stefano Battiston, the team’s Commercial Director, elaborated on the shared vision: “We compete in different cities, with diverse cultures and unique communities. Our goal is for each activation to feel authentic and close to the fans. Translating a global team platform by connecting with the audience in their own markets is fundamental for us, and Aleph is the ideal partner to do so.”

The team, based in Hinwil, Switzerland, has a solid technical structure under the leadership of Mattia Binotto. Regarding the driver lineup, Audi trusts the experience of German Nico Hülkenberg and the potential of young Brazilian Gabriel Bortoleto. The R26 car, unveiled in Berlin on January 19, features a silver design with orange and black details, reflecting new regulations emphasizing increased electric power (480 HP out of a total of 1,100 HP) and the use of sustainable fuels.

The road to Australia 2026

Before the official start of the season, the team conducted a shakedown of the R26 at Montmeló on January 8, marking Audi’s first laps on track since its partnership with Sauber began in 2022. This test previewed an intensive pre-season period during which both the team and the Argentine unicorn will work to align the global strategy with local activations at each Grand Prix, starting with Australia.

The partnership between Audi and Aleph represents more than a commercial alliance: it is an example of how regional innovation can boost global ambitions in elite sports.