PUMA is the new F1 merchandise retail partner

After announcing the agreements with the NBA, with Manchester City and Valencia, PUMA continues its expansion strategy in different directions: the German brand has signed a long-term partnership with Formula 1, with which it has been working since 1999, becoming immediately exclusive retail merchandise partner during race weekends. PUMA stands and superstores will be featured in 17 of the 21 Grand Prix events on the calendar.

PUMA has also secured the rights to design, produce and sell Formula 1 brand products, but also all those related to the 10 teams from the PUMA stands and superstores during race weekends. This is thanks to its wholly owned subsidiary, Branded, which already distributes PUMA replica items and products for leading F1 teams such as Scuderia Ferrari, Mercedes-AMG Petronas Motorsport, Aston Martin Red Bull Racing and Rich Energy Haas F1 team, and now will add the F1 retail to its offer through Codemasters and BAPE.

As PUMA CEO Bjorn Gulden stated: "PUMA has a long and proud history in motorsport, and we are very happy to take it one step further. Our agreement with Formula 1 will allow us to get in touch with fans directly during the races, offering them the best possible experience of merchandising in motorsport".