BrandArena: Formula 1 signs merchandise partnership with Puma

Thursday 11 April 2019

Formula 1 signs merchandise partnership with Puma

Formula 1 has named German sports apparel Puma as its first exclusive merchandise retail partner. As part of the agreement, Puma now has the rights to design, produce and sell Formula 1-branded products trackside.

The long-term deal strengthens the sportswear brand’s presence in the motor-racing championship, with the company also having a clothing partnership with Red Bull. As part of the deal, Puma will position 17 retail stores at various races in the 2019 calendar year.

Puma first entered Formula 1 in 1999 and has established itself as a leading brand providing team wear and racewear to some of the biggest names in racing history as well as the motorsport outlets of BMW and Porsche in other racing series.

Puma becomes F1’s exclusive merchandise retail partner, with branded stands and superstores to be present at 17 out of the 21 grands prix in the 2019 season.

Puma has gained the rights to design, produce and sell Formula One-branded products trackside. Race fans 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 One’s growing portfolio of consumer products licensees, such as Codemasters and BAPE.

“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,” Puma chief executive Bjørn Gulden said.

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