Sauber Appoints Stefano Battiston as Formula 1 Chief Commercial Officer Amidst Audi Takeover Preparations
Formula 1 team Sauber has announced the appointment of Stefano Battiston as its new Chief Commercial Officer, effective June 1, 2024, as the team gears up for its transition into Audi in 2026. This move is part of Sauber’s ongoing preparations to welcome Audi as the German automotive giant completes its entire takeover, marking its debut in the sport.
Battiston to Lead Sauber/Audi’s Commercial Efforts
Last week, Sauber appointed former McLaren and Red Bull engineer Stefano Sordo as Performance Director, where he will work alongside Technical Director James Key. Now, Battiston will lead Sauber/Audi’s commercial efforts, including marketing, brand and content, partnerships, business development, guest experiences, and merchandise. He will report directly to Sauber CEO Andreas Seidl, who is overseeing the team’s transformation into Audi.
“The Audi F1 Project is going from strength to strength. Audi’s position on the global stage is solid and impressive, and I’m both delighted and determined in equal measure to drive this project forward,” Battiston expressed.
He added, “We are forming a new team with a mission of becoming a pioneering platform for brands, opening the door to a culture that will transcend traditional partnerships and customer engagement. Audi’s entry into Formula One is the pinnacle of their highly successful history in motorsport, and I’m grateful for this opportunity and challenge.”
Seidl Welcomes Battiston’s Appointment
Notably, Battiston previously served as the team’s Head of Marketing under the Alfa Romeo moniker and was involved with Audi as the Commercial Director for its budding F1 plans.
Seidl welcomed Battiston’s appointment, saying, “The appointment of Stefano is another important step in our transition to become the Audi F1 factory team from 2026, and it represents a solid foundation upon which we will continue to build as we prepare for our entry into Formula One with Audi, ensuring that we are commercially ahead of our competitors.” He added, “I have worked with Stefano since I joined the Sauber Group: together, we have ambitious goals, and welcoming Stefano to this program brings us one step closer to realizing them. There is a race on track and off track; we want to win them both.”
This strategic appointment is a significant step forward for Sauber and Audi as they prepare to join the Formula 1 calendar in 2026. With Battiston at the helm of commercial operations, the team is poised to make a strong impact in the world of Formula 1.
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