Audi F1 Sponsor Criticises Ferrari Livery Design

Formula 1, Sportrik Media - Title sponsor of the Audi F1 Team, Revolut, has openly criticised the livery design of Scuderia Ferrari, questioning the visual integration of Ferrari’s title partner HP and its prominent blue branding on the Italian team’s traditionally red Formula 1 cars.

Ferrari and HP announced their multi-season title sponsorship agreement nearly two years ago, a partnership that immediately brought a notable visual shift to Ferrari’s Formula 1 identity. The introduction of HP’s blue logo elements onto Ferrari’s iconic red livery has since become one of the most discussed branding changes on the grid, extending beyond sporting analysis into marketing and design discourse.

Speaking on the Business of Sport Podcast, Revolut Chief Marketing Officer Antoine Le Nel stressed that brand coherence is a fundamental pillar of modern Formula 1 partnerships. He argued that visual identity and user experience must align with a brand’s core philosophy, suggesting that Ferrari’s current execution with HP fails to meet that standard from a design perspective.

Le Nel specifically questioned the aesthetic logic of combining blue branding with Ferrari red, describing the contrast as disruptive rather than complementary. As a counterpoint, he highlighted branding collaborations he considers successful, including the partnership between McLaren and Mastercard, as well as the integration of Google Chrome into functional car elements, which he believes enhances brand visibility without compromising visual harmony.

By contrast, Le Nel described Revolut’s alignment with Audi as instinctive and coherent. Audi is preparing for its full manufacturer entry into Formula 1 after taking over the Sauber operation, with a long-term objective of becoming a championship contender by 2030 through a fully integrated, in-house development model.

That philosophy was central to Revolut’s decision to partner with Audi. Le Nel emphasised that Audi’s approach of building its own chassis, power unit, gearbox, and technical infrastructure mirrors Revolut’s strategy of developing its financial platform internally rather than relying on external systems, creating a shared narrative of disruption and self-sufficiency.

Ultimately, Revolut’s criticism of Ferrari’s livery underlines how branding has evolved into a strategic battleground within modern Formula 1. As new manufacturers such as Audi enter the sport under revised regulations, visual identity and sponsor integration are increasingly intertwined with long-term competitive ambitions, a trend that will continue to shape Formula 1’s commercial and technical landscape, as monitored by Sportrik Media at https://sportrik.com/en.

Source: Business of Sport Podcast