Leading sports brand Puma has signed a multi-year partnership with the Mercedes GP Petronas Formula One Team to become their exclusive licensing partner for footwear, apparel and accessories, and an official Team Partner.
The deal is effective from January 1, 2012. The agreement incorporates branding locations for Puma on the MGP W03, the team's 2012 race car, and on all race and team-wear products.
Puma is known for its fire retardant technology which helped improve driver race wear by maintaining optimal performance in comfort and safety while also making sure that the weight is not too heavy.
"Puma has a long and successful heritage in motorsport and, having worked with them previously in Formula One, I know their technical performance innovations for racewear are amongst the best in the industry, which is of course critical to our racing operation. PUMA's global capability to design, develop and distribute licensed products for fans of the Silver Arrows around the world is equally impressive. This is a key partnership for MERCEDES GP PETRONAS, and one we are delighted to have established," Ross Brawn, Team Principal at Mercedes GP Petronas said.
"Puma is fully committed to motorsport for the long term, and signing this partnership with the Mercedes GP Petronas team is a major statement for us as a brand. Mercedes-Benz has such a rich heritage in motorsport and Mercedes GP Petronas is an exciting continuation of this story. With such talented drivers and team personnel, it's clear they are destined for great things in the years to come," Christian Voigt, Senior Head of Global Sports Marketing at Puma said.
"Combining our experience in licensed product development and distribution with the brand equity of the team has significant commercial benefits for both parties, and is another strong basis for this new partnership." he added.
Puma also has a partnership with Formula One glamour team Ferrari that it extended earlier this year.