How the PUMA deal could revolutionise Formula 1

Formula 1 has chosen PUMA as its new official race supplier for the production of branded apparel, accessories and footwear. The Bavarian multinational company has long been active in the world of motorsport and will produce equipment for trackside personnel as well as products more in line with the tastes and desires of the various segments of the enthusiastic public. The recently signed contract, which will come into effect from 2024, includes the right to exclusive distribution not only of F1-branded products, but - and this is another point worth highlighting - of all the teams in the category. This is an epoch-making turning point, not only because of the importance of the agreement itself, but because behind it there is a clear decision to embark on a project of total unification of the two parties along the lines of US sport, as the NBA has done with Nike and the MLS with adidas, for example.

PUMA has found one of its most important markets in motorsport for several decades, especially with the production of technical racing equipment such as racing shoes and fireproof suits. But the Herzogenaurach-based brand's presence in the world of racing is much broader, as it has also made a strong push into the fashion and fanwear lifestyle in collaboration with the most prestigious Formula One teams. The words of CEO Arne Freundt, who described PUMA as the most credible and authentic brand in motorsport, testify to the absolute trust placed in this sector, precisely because of the know-how matured over the years, which guarantees the best possible quality in production for drivers, teams and fans alike.

With one eye on the past and the other on the future, Freundt wanted to emphasise that the recently signed agreement is an opportunity to explore new horizons of this mutual interpenetration of fashion and sport - more than recurrent, almost inevitable in today's context - and of lifestyle and Formula 1. The canon of sports culture can thus be transferred off the track to a level beyond racing, with items that will be available both in the official F1 shop and in the shop of PUMA, as well as in its shops around the world.

Not dissimilar is the perspective of the other side of the deal, F1 management. Stefano Domenicali - President and CEO of F1 - welcomed the signing with words of confidence towards his new technical partner, "As F1 continues to grow around the world, we have reached out to new fans through exciting partnerships and see the sport move into areas of mainstream culture that have never been seen before. Puma has a rich history in motorsport, which makes them a perfect fit for Formula 1 as we take the sport's apparel to the next level for fans on the street, drivers in the paddock and everything in between".

The euphoria over the new perspectives shared by the two players on the scene is nothing new. However, what should be highlighted, as mentioned at the outset, is the fact that this formula follows the models already tried overseas by the NBA and MLS with Nike and adidas respectively. History teaches us that a lasting cooperation with sports leagues with such strong brands, which is generally a long-term (and also very expensive) project, is a decision that offers great opportunities but also carries great risks.

In the case of the NBA, for example, adidas initially decided to end its sponsorship deal with the American league because the expected results in terms of economic and cultural positioning failed to materialise. It was a different story for Nike, which beat off competition from Under Armour to end its partnership with the NBA because of its connection to basketball, which really exploded with Michael Jordan. In this sense, the winds of history are blowing in favour of the future PUMA-F1 pairing, which is rightly one of the most important sponsorship deals in the history of the sport.