Hyatt Hotels Corporation announced on January 14 that World of Hyatt will become the official hospitality partner of the newly launched Audi Revolut F1 Team, offering members exclusive paddock tours, driver meet‑and‑greets, private hospitality lounges, and luxury weekend itineraries centered around Formula 1 Grand Prix events.
The partnership dovetails with Hyatt’s asset‑light transformation strategy, which focuses on generating fee‑based revenue through management and franchise agreements rather than owning hotel properties. By tying its loyalty program to a high‑profile global sport, Hyatt can deepen member engagement, attract a new affluent customer base, and showcase its portfolio in key F1 markets without significant capital outlay.
The deal is expected to create a new revenue stream from loyalty program activity and reinforce Hyatt’s strategy to drive high‑margin management and franchise fees. It also positions the brand at the heart of one of the world’s most watched sporting events, enhancing visibility and brand equity among a passionate, affluent audience.
Mark Hoplamazian, Hyatt’s CEO, said the partnership “aligns with our asset‑light strategy and our focus on purpose over points.” Laurie Blair, SVP of Global Marketing and Loyalty, added that the collaboration “exemplifies our commitment to emotional loyalty and experiential rewards.” Stefano Battiston, Chief Commercial Officer of the Audi Revolut F1 Team, noted that hospitality is central to F1 and that the partnership will elevate the fan experience.
The Audi Revolut F1 Team’s global launch event is scheduled for January 20, 2026 in Berlin, and Hyatt’s Q4 2025 results are expected on February 12, 2026. While the financial terms and duration of the sponsorship have not been disclosed, the partnership signals Hyatt’s intent to leverage experiential partnerships to drive growth in its loyalty program and brand presence in the global hospitality market.
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