Formula One inks merchandise partnership with Puma

Formula One has inked a long-term deal with Puma, which will see the German sportswear company become the motorsport’s official merchandise retail partner.

Formula One on Thursday said that Puma had acquired the rights to design, produce and sell Formula One branded products trackside.

Visitors to Formula One races across the globe will be able to purchase F1 and Grands Prix related products, as well as all ten teams’ merchandise from on-site Puma, stands and superstores during race weekends.

Puma and its fully-owned subsidiary Branded will also retail official merchandise and accessories from Formula One's growing portfolio of consumer products licensees, such as Codemasters and Bape.

“Puma has a long and proud history in motorsport, and we are very happy to take this a step further today. Our agreement with Formula One will allow us to connect with the fans directly at the races by offering them the best motorsport merchandise experience possible,” said Puma CEO Bjørn Gulden.

Puma stands and superstores will be present at 17 of the 21 races on the calendar this season.

First entering the Formula One arena in 1999, Puma has become a leading motorsport supplier, providing team and racewear to the top Formula One teams.

Puma's Branded division currently distributes Puma merchandise and designs for leading F1 teams such as Scuderia Ferrari, Mercedes-AMG Petronas Motorsport, Aston Martin Red Bull Racing and Rich Energy Haas F1 Team.