Mié 25/09/2024
(By Maqueda and Maurizio) Formula 1, a spectacle that melds speed, technology, and glamour, is becoming the new battlefield for sports equipment brands as well. Not only tech companies, mass consumption brands, and financial services are eager to engage in the experiential realm; the German giant will accompany Mercedes and Audi, both hailing from its homeland. Adidas, one of the leading German firms in this sector, has set its sights on this exhilarating universe, negotiating with Audi to become its apparel sponsor starting in the 2026 season. This move not only underscores the growing significance of F1 in sports marketing but also reflects a bold strategy to expand its presence in a highly competitive market.
On October 26, Juan Santiago will speak at the Artificial Intelligence Conference at the Massachusetts Institute of Technology (MIT) in New York. The Argentine entrepreneur and founder of Santex will participate in the panel titled: The Future of AI: Global Opportunities.