PUMA has confirmed a long-term partnership with Formula 1 to become the exclusive merchandise retail partner from the start of the 2019 season.
The partnership means that this year, PUMA stands and superstores will be present in 17 out of the 21 Grands Prix in the calendar.
PUMA CEO Bjørn Gulden commented: “PUMA has a long and proud history in motorsport, and we are very happy to take this a step further today. Our agreement with Formula 1 will allow us to connect with the fans directly at the races by offering them the best motorsport merchandise experience possible.”
Adding to the company’s extensive motorsport credentials, with PUMA gaining the rights to design, produce and sell Formula 1-branded products trackside. Visitors to Formula 1 races across the globe will be able to purchase F1 and Grands Prix related products as well as all 10 teams’ merchandise from on-site PUMA stands and superstores during race weekends.
PUMA and its fully-owned subsidiary Branded will also retail official merchandise and accessories from Formula 1’s growing portfolio of consumer products licensees, such as Codemasters and BAPE.
Sean Bratches, Managing Director Commercial Operations, Formula 1 added: “We are always looking to enhance fans race day experience and to have such an experienced and creative partner such as PUMA on board to bring the latest items to our fans is something we are really excited about.”
Branded, which already distributes PUMA replica merchandise and designs for leading F1 teams such as Scuderia Ferrari, Mercedes-AMG Petronas Motorsport, Aston Martin Red Bull Racing and Rich Energy Haas F1 Team, PUMA will now add F1 trackside retail to its offering.
Since entering Formula 1 in 1999, PUMA has become established as a leading motorsport supplier, providing team wear and race wear to some of the most successful Formula 1 teams as well as the motorsport divisions of BMW and Porsche in other racing series.
