Audi Revolut F1 Team: Melbourne debut goes beyond the circuit with city-wide activation

As the team prepares for its debut on track, it is launching a city-wide programme that embeds its presence across Melbourne during Australian Grand Prix week.

From the Yarra River to local cafés and fuel stations, the project positions the new entrant as both a sporting and cultural platform from day one.

The centrepiece is AFLOAT, a premium floating venue on the Yarra River that will serve as the team’s public headquarters throughout the weekend.

Open to fans from Thursday, the venue will function as a floating pavilion where visitors can watch every on track session live and explore the team’s design and engineering story.

The Audi Revolut F1 Team R26 show car will be displayed alongside the ‘Crocodile’ liveried Audi R8 LMP, winner of the 2000 Race of a Thousand Years in Adelaide. The programme also includes racing simulators, a 180 degree spatial film experience on Apple Vision Pro and mission control themed installations focused on technology and performance.

Beyond the river, the team has partnered with local businesses as part of its debut strategy.

In collaboration with Nico’s Deli, drivers Nico Hulkenberg and Gabriel Bortoleto have created signature sandwiches for race week, labelled with their race numbers 27 and 5. The limited edition menu items will be available for 9 days across 4 locations in co branded packaging.

The team has also partnered with Axil Coffee Roasters, activating across 16 locations from the CBD to Melbourne University and Melbourne Airport with co branded race week coffee experiences.

Global partners extend the footprint further. bp will stage a fuel station takeover at AFLOAT. The Gillette Barber Box will offer race themed styling. adidas will host social runs across the weekend. Title partner Revolut will curate sunset DJ sets at AFLOAT and host OverTake: The After Party at The Timber Yard Melbourne on Saturday evening.

Chief Commercial Officer Stefano Battiston said the approach reflects how the team intends to operate in Formula 1: “Our entry into Formula 1 is not only about competing on track. It is about how we show up as a brand. Melbourne is one of the world's great Formula 1 cities, and for our first race we wanted to create something open, accessible and culturally connected.”

He added: “By creating a go to spot at AFLOAT and embedding ourselves into the city through food, coffee, sport and music, we are turning race week into a shared experience and bring the sport closer to the people and communities.”

Battiston stressed the Melbourne activation is part of a broader rollout: “Importantly, this is not a one off moment. Melbourne is the first in a series of city wide platforms that we will activate throughout the season as we introduce Audi Revolut F1 Team to new audiences around the world. Formula 1 is a global cultural stage, and we intend to show up in ways that are consistent, creative and connected to the cities we visit.”

For Audi Revolut F1 Team, Melbourne represents both a competitive debut and a statement of intent about how it plans to integrate performance, culture and community throughout its first season in Formula 1.