A variety of factors contributed to Sauber’s eventual decision to sign Gabriel Bortoleto. Aside from the immense speed Bortoleto has already shown, the Brazilian could also spar a large commercial boost for Sauber/Audi.
Bortoleto ticks all the boxes for Sauber
As LWOS and numerous outlets have covered in recent weeks, Franco Colapinto is now a key player in the driver market.
His exceptional performances have attracted the interest of Red Bull and Alpine in recent weeks.
However, Colapinto’s impact goes beyond the track. Within months of joining Williams, the Argentine has completely transformed the team’s commercial potential.
A series of sponsors have reached agreements with Williams since September, complimenting the hundreds of thousands of new supporters the team have received since Colapinto’s arrival.
Whilst financial considerations are not everything in Formula 1, they undoubtedly play a role. With this in mind, Gabriel Bortoleto could be a game-changer for Sauber in more ways than one.
Huge sponsorship potential
As Sauber prepare for the 2026 season, when they will officially enter as Audi F1, there are several areas for the team to strengthen.
Whilst the team’s performance is obviously the top priority, results are not the only thing teams care about.
This is especially true for a big name like Audi, who ultimately see Formula 1 as an opportunity to grow their brand.
From this perspective, signing a young, Brazilian driver like Gabriel Bortoleto could be a huge asset.
To be clear, Bortoleto is deserving of an F1 seat on pure talent.
After winning Formula 3 as a rookie last year, he is on course to claim the Formula 2 crown at his first attempt – a huge endorsement of his speed.
A perfect fit alongside Hulkenberg
However, there is no denying that his commercial potential was considered in Sauber/Audi’s final decision. In a country with such rich history in F1, Bortoleto’s debut season is a huge story in Brazil.
There can be little doubt that sponsors will pour in ahead of Bortoleto’s rookie campaign.
For a team that has chased sponsorship prior to Audi’s arrival, new commercial deals in 2025 will be welcomed.
In combination with Nico Hulkenberg, the only German driver in F1, Audi could greatly increase their presence ahead of 2026.
Currently sitting rock bottom in the standings, gathering sponsors before the new regulations would be a tremendous boost.
Given Bortoleto’s immense talent (with Nico Hulkenberg as a strong benchmark) the Brazilian could be a perfect fit for the Hinwil squad.
