The market for sponsors
The departure of Lewis Hamilton also leads to a restructuring of sponsorship in F1, in the same way that Santander left Ferrari to follow Carlos Sainz at Williams. Mercedes has confirmed that Adidas will be the team’s official partner, with the brand signing a multi-year agreement to supply equipment to all staff and drivers. The announcement has been expected for some time, ever since leaked images of Adidas-branded Mercedes clothing were spotted last year.
This is the first time that Adidas has entered F1, while speculation had circulated in 2023 about a “rebranding” of Alpha Tauri with the name of the German company. The company claimed that its involvement “would open up new perspectives” designing each piece of the team kit based on the individual needs of the person wearing it.
The move is a timely blow for Adidas, which posted annual losses in 2023 and lost face last year when Germany’s national soccer team, Manschaft, controversially ended its long-standing partnership in in favor of a signing with Nike from 2027.
Puma and Tommy Hilfiger worked with Mercedes until last season, but the former will give way now that the new deal with Adidas has come into effect. Former Mercedes driver Lewis Hamilton is an ambassador for the Tommy Hilfiger brand but has joined Ferrari for 2025, while Puma has been on board Mercedes since 2012. Fun fact, Adidas, founded by Adolf Dassler, replaces Puma…the brand that was created by Rudolf Dassler in 1948, after the falling out with his brother! Clearly, the duel continues through the ages!
A very “bankable” Formula 1*
The team’s clothing has also been produced by Hugo Boss and Henri Lloyd in the past, but the deal with Adidas is considered the largest of its kind the series has ever seen. In any case, the arrival of this heavyweight confirms the unprecedented commercial and media growth of Formula 1, which is full of advertisers. LVMH recently concluded a substantial multi-year deal and TAG Heuer returns as official timekeeper to replace Rolex.
“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” Mercedes boss Toto Wolff said.
“Adidas is an iconic brand, which shares our dedication not only to peak performance, but also to style and sophistication. This announcement therefore represents a groundbreaking collaboration that will redefine what teamwear and fan wear means in our sport. We are excited to innovate in this area and work with Adidas as we collectively strive to compete for world championships. »
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The range will be revealed in February ahead of the 2025 season and will include clothing, footwear and accessories designed specifically for Mercedes fans, while many limited edition items have also been promised.
“We are very happy to be back in the world of motorsport,” said Bjorn Gulden, CEO of Adidas. “Interest in motorsport in general and in Formula 1 in particular has increased significantly.
“It reaches new consumers and has a great influence on sport and street culture. We are extremely proud to introduce the Three Stripes to F1 as an official team partner of the Mercedes-AMG PETRONAS F1 Team, one of the most successful teams of all time
“Together, we share a passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track.
“Off the track, we will bring a new perspective to the sport by introducing exciting lifestyle products and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and winning together. »
Although Adidas is new to F1, it has been reported that it could follow up the deal with Mercedes by striking a similar deal with Audi when it completes its full takeover of the Sauber brand from 2026.
- “bankable” can be translated as “which pays off”, “profitable”.
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