PUMA announced today it has entered into a new multi-year partnership with the MERCEDES GP PETRONAS Formula One Team. The global Sportlifestyle brand has become the exclusive licensing partner to MERCEDES GP PETRONAS for footwear, apparel and accessories; and an official Team Partner, effective from 1 January 2012. The partnership agreement incorporates prominent branding locations for PUMA on the MGP W03, the team’s 2012 race car, and on all race and teamwear products.
Through this 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 MERCEDES GP PETRONAS range in mature Motorsport markets, but as the Formula One race calendar expands into new markets and the global profile and reputation of the sport continues to grow, this sales focus will expand globally.
PUMA will also provide MERCEDES GP PETRONAS with its latest innovations of fireproof racewear for the team’s drivers and all technical pit personnel. As the Sportlifestyle brand with the longest heritage in motorsport, PUMA’s development of fire retardant technology has helped revolutionise driver racewear by dramatically reducing weight, while maintaining the optimal performance of 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.”