Aston Martin pen long-term F1 deal with Puma

The Aston Martin Formula One team have agreed a long-term partnership with German sportswear brand Puma.

Contract:

• Puma becomes the team’s official sportswear, athleisure and technical gear partner from 2025
• Company branding will debut on the car from next season
• Puma will release Aston Martin-themed capsules featuring limited-edition fanwear and ‘trend-forward collections’

Context:

This deal with Aston Martin adds to Puma’s substantial Formula One portfolio, which includes the series itself and the Mercedes, Ferrari, Sauber and Williams teams. However, according to reports, Adidas looks likely to step in and agree deals with Mercedes and Sauber (when it becomes Audi) in 2026.

Elsewhere, Aston Martin have also restructured their technical department with Dan Fallows stepping down as technical director this month. Fallows will remain with the group, but further details are thin on the ground in a short statement.

Comment:

“We are excited to welcome Puma to the Aston Martin Aramco family,” said Lawrence Stroll, executive chairman of Aston Martin. “This partnership celebrates our shared drive for innovation, speed and precision – values that resonate with fans around the globe.

“Together, we are shaping a new way for fans to connect with our team, and we are excited to see how this collaboration comes to life in 2025.”

Arne Freundt, chief executive of Puma, added: “Partnering with the Aston Martin Aramco Formula One Team marks a significant milestone in our long-standing history of motorsport. Just like the team, Puma is committed to advancing the sport through cutting-edge innovations.

“We are excited to support Aston Martin Aramco’s success by providing high-performance racewear, and to inspire the team’s fans with premium products and compelling stories from the world of motorsports.”

Coming next:

Aston Martin will return to racing action next weekend with the second-ever Las Vegas Grand Prix from 21st to 23rd November.

Go deeper:

• Aston Martin F1 team valued at ‘more than UK£1.5bn’ in latest private equity investment
• Aston Martin F1 looking to ‘compete with best teams’ after Arctos investment