PUMA and Formula 1 sign merchandising deal

Merchandising is a big part of any consumer-facing business. For F1, it is an even bigger deal. With millions of fans globally, revenue from merch for F1 is a big deal.

Formula 1 has just signed with PUMA making them the exclusive retailer and manufacturer of official F1 merchandise starting in 2024. PUMA will also equip Formula 1 staff at the track and create Formula 1 fanwear that targets the sport’s different audiences with exciting lifestyle and motorsport collections.

PUMA has a long and successful history in Motorsport. It has developed fireproof overalls, race shoes and other high-performance racing gear for F1 drivers since the mid-80s, as well as team wear, fanwear and lifestyle collections for the sport’s most successful teams. Today, PUMA is the provider of race gear and lifestyle collections in Motorsport with partners such as Mercedes AMG Petronas F1, Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport and Porsche Motorsport.

Formula 1 has seen a sharp rise in popularity recently, with its fanbase becoming younger and more diverse. Cumulative TV audiences have also grown to reach 1.5 billion viewers; race attendance also reached record levels in 2022, with the sport growing on social media. The partnership allows PUMA to augment its established dominance in the sport by appealing to a broader fan base, tapping into more diverse consumer groups and bringing the inspiration of on-track gear to off-track fashion.