Formula 1® signs exclusive trackside deal with PUMA

Today Formula 1® has announced a long term partnership with PUMA to become the exclusive merchandise retail partner from the start of the 2019 season. This year, PUMA stands and superstores will be present in 17 out of the 21 Grands Prix in the calendar.

Adding to the company’s impressive motorsport credentials, PUMA has gained the rights to design, produce and sell Formula 1-branded products trackside. Visitors to Formula all 1 races across the globe will be able to purchase F1® and Grand Prix™ related products as well as all 10 teams’ merchandise from on-site PUMA stands and superstores during race weekends. PUMA and Branded will also retail official merchandise and accessories from Formula 1’s growing portolio of consumer products licensees, such as Codemasters and BAPE.

Through its fully-owned subsidiary Branded, which already distributes PUMA replica merchandise and designs for leading F1 teams such as Scuderia Ferrari Mission Winnow, 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 established itself as a leading motorsport supplier, providing team wear and race wear to the most successful Formula 1® teams as well as the motorsport divisions of BMW and Porsche in other racing series.

Sean Bratches, Managing Director Commercial Operations, Formula 1®, said :

“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.”




Bjørn Gulden, CEO, PUMA said:

“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.”








About Formula 1®

Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. The 2019 FIA Formula One World Championship™ runs from March to December and spans 21 races in 21 countries across five continents. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, BATRA, BATRK, FWONA, FWONK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trade marks of Formula One Licensing BV, a Formula 1 company. All rights reserved.


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