The MERCEDES GP PETRONAS Formula One Team has announced a new multi-year partnership with lifestyle brand, PUMA.
With effect from 1 January 2012, the global sport lifestyle brand becomes the team’s exclusive licensing partner for footwear, apparel and accessories, and an official Team Partner. The agreement incorporates branding locations for PUMA on the MGP W03, the team’s 2012 race car, and on all race and teamwear products.
Through the new partnership, PUMA will develop MERCEDES GP PETRONAS licensed products for global sales and distribution. A strong emphasis will be placed on sales performance of the range in mature motorsport markets, and as the Formula One race calendar continues to expand into new markets, this sales focus will grow globally.
PUMA will also provide the team with its latest innovations in fireproof racewear for the drivers and pit crew. PUMA’s development of fire retardant technology has helped revolutionise driver racewear by dramatically reducing weight, while maintaining optimal performance in safety and comfort.
Ross Brawn, Team Principal at MERCEDES GP PETRONAS commented: “PUMA has a long and successful heritage in motorsport and, having worked with them previously in Formula One, I know their technical performance innovations for racewear are amongst the best in the industry, which is of course critical to our racing operation. PUMA’s global capability to design, develop and distribute licensed products for fans of the Silver Arrows around the world is equally impressive. This is a key partnership for MERCEDES GP PETRONAS, and one we are delighted to have established.”
Christian Voigt, Senior Head of Global Sports Marketing at PUMA said: “PUMA is fully committed to motorsport for the long term, and signing this partnership with the MERCEDES GP PETRONAS team is a major statement for us as a brand. Mercedes-Benz has such a rich heritage in motorsport and MERCEDES GP PETRONAS is an exciting continuation of this story. With such talented drivers and team personnel, it’s clear they are destined for great things in the years to come. Combining our experience in licensed product development and distribution with the brand equity of the team has significant commercial benefits for both parties, and is another strong basis for this new partnership.”