Sauber's Shocking Move: Chief Commercial Officer Appointed Ahead of Audi’s F1 Grand Entrance
The wheels are already in motion for Sauber as they gear up for a monumental transition, welcoming Audi into the Formula 1 arena in 2026. The latest significant turn in this high-paced roadmap is the appointment of Stefano Battiston as Sauber's new Chief Commercial Officer, stepping into his role from June 1, 2024. This move continues Sauber's meticulous preparations for what promises to be an exhilarating new chapter.
With Audi poised to revolutionize the team, Sauber is firing on all cylinders to ensure a seamless handover. The German automotive giant's strategic entry into Formula 1 comes on the heels of a complete takeover of Sauber, laying a strong foundation for their debut. The stakes couldn't be higher, with Audi bringing its historic motorsport pedigree to the cutting-edge landscape of F1.
Shaping the Future: Key Personnel Aligned for the Journey
Just last week, Sauber added another heavyweight to their burgeoning roster: former McLaren and Red Bull engineer Stefano Sordo as Performance Director. This newly minted position will see Sordo working in close alliance with Technical Director James Key, as the team strives for peak performance. Together, these industry veterans will be pivotal in ensuring that Sauber/Audi stands out in the competitive world of Formula 1.
Battiston's appointment complements this forward-thinking approach. Reporting directly to Sauber CEO Andreas Seidl, Battiston will be steering Sauber and Audi’s commercial fronts. His responsibilities encompass a wide array of critical areas, including marketing, branding, partnerships, business development, guest experiences, and merchandise. His role will be integral to crafting a cohesive commercial strategy that aligns with Audi's illustrious brand and ambitions in Formula 1.
Audi's Vision Under Battiston's Leadership
In his triumphant entry, Battiston addressed the scope and ambition of the Audi F1 Project. “Audi’s position on the global stage is solid and impressive. I'm both delighted and determined in equal measure to drive this project forward,” he stated. The narrative he's setting is one of a pioneering platform for brands, aimed at transcending traditional partnerships and enriching customer engagement. Essentially, Audi's foray into Formula 1 mirrors its successful legacy in motorsport—each race a testament to their engineering excellence and competitive spirit.
It’s this blend of heritage and innovation that Battiston promises to bring to the forefront. With his previous experience as the Commercial Director for Audi’s nascent F1 plans and Head of Marketing under the Alfa Romeo moniker, Battiston is no stranger to the high-octane environment of Formula 1. His understanding of the intricate commercial landscape is second to none, rendering him ideally suited to help Sauber/Audi navigate these exhilarating waters.
Marching Towards a New Era
Seidl, sharing his insights, noted, “The appointment of Stefano is another important step in our transition to become the Audi F1 factory team from 2026. It represents a solid foundation upon which we will continue to build, ensuring that we are commercially ahead of our competitors.” His statement underscores the gravity and foresight underpinning this significant strategic move. Seidl and Battiston have been working towards shared ambitious goals since Seidl's initial engagement with Sauber, rooted in a clear vision for success.
This purposeful alignment within the upper echelons of Sauber underpins the colossal task ahead—not just to line up on the F1 grid but to emerge as frontrunners. “There is a race on track and off track; we want to win them both.” The synergy between Sauber and Audi, facilitated by high-profile appointments like that of Battiston and Sordo, reflects a unified pursuit of excellence.
As we inch closer to 2026, the collaboration between Sauber and Audi is unfolding in real-time, with their combined goals driving the project forward. It's an ambitious journey—one that promises to reshape the dynamics of Formula 1, marrying tradition with innovation in a seamless blend of power and precision.