Adidas Linked to $31 Million Sponsorship Deal with Red Bull Racing for 2027 Formula 1 Season

Reports suggest Red Bull Racing is close to a $31 million annual deal with Adidas starting in 2027, marking a shift from current supplier Castore.

By: AXL Media

Published: Apr 1, 2026, 10:25 AM EDT

Source: Information for this report was sourced from PlanetF1

The Expanding Footprint of a Global Sportswear Giant

The landscape of Formula 1 apparel is set for a significant shift as Adidas reportedly closes in on a major partnership with Red Bull Racing. Following its entry into the sport with Mercedes in 2025 and a subsequent deal with the rebranded Audi team for 2026, the German sportswear manufacturer appears poised to add the Milton Keynes-based squad to its roster. According to reports from the German publication Bild, the proposed agreement is worth an estimated €27 million annually, translating to roughly $31 million. While an Adidas spokesperson told PlanetF1.com that the company does not engage in rumors or speculation, the move reflects a broader trend of top-tier athletic brands reclaiming dominance in the grand prix paddock.

A Visual Departure from Traditional Aesthetic Norms

If the partnership proceeds as reported, the 2027 season will mark a visual evolution for the Red Bull team kit. Sources indicate that Adidas presented its design concepts to Red Bull management some time ago, suggesting a "fresh look" that diverges from the team’s classic dark-blue identity. While the iconic blue is expected to remain a core component of the palette, the new range is rumored to feature vibrant accents and modern stylistic updates. This rebranding effort aligns with Adidas’s strategy to blend high-performance technical gear with lifestyle-oriented "vibrant" aesthetics, potentially broadening the commercial appeal of Red Bull’s fan merchandise globally.

The Financial Implications for Current Supplier Castore

A shift to Adidas would represent a notable blow to Castore, the British apparel brand that currently holds what was described as the most lucrative clothing deal in F1 history. When Red Bull extended its partnership with Castore in early 2024, the agreement was estimated to be worth a staggering £200 million over its full duration. However, the potential exit follows a trend of "works" level teams returning to legacy sportswear brands. This news comes on the heels of McLaren’s premature termination of its Castore contract in favor of a 2026 move to Puma, suggesting that the sport's most successful teams are increasingly prioritizing the global supply chain and marketing reach offered by established industry leaders.