Formula One names Puma as exclusive retailer

German brand adds to current Mercedes and Ferrari partnerships.

Formula One names Puma as exclusive retailer

Getty Images

Global motorsport series Formula One has named German sportswear manufacturer Puma as its exclusive official retailer.

The long-term deal consolidates Puma’s role in Formula One, with the company already holding clothing partnerships with Mercedes, Ferrari and Red Bull.

As part of the agreement, Puma will install official stores at 17 of the races on the 2019 calendar.

Sean Bratches, managing director of commercial operations at Formula One, said: “We are always trying to improve the racing day experience for fans and taking on board such an experienced and creative partner as Puma is exciting.”

Puma chief executive, Bjørn Gulden, added; “Puma has a long and proud history in motorsport, and we are very pleased to take a step today.

“Our agreement with Formula One will allow us to directly contact our racing fans and provide the best possible merchandising experience.”

This deal demonstrates Puma’s renewed efforts in sports. The brand recently agreed kit supply deals with soccer clubs Manchester City and Valencia, the brand will also provide racing overalls for the new women’s only racing promotion – W Series.