Mercedes begin post-Hamilton era with Adidas deal
Adidas to design and create apparel, footwear, and accessories for the team and fans.
Mercedes have begun their post-Hamilton era with the announcement of a lucrative Adidas deal.
The multi-year partnership will see the iconic sportswear company produce a complete range of apparel, footwear, and accessories for the team, including drivers, mechanics, engineers, and fans.
“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” said Toto Wolff, Co-owner, CEO, and Team Principal of the Mercedes-AMG PETRONAS F1 Team. “We are excited to break this new ground and work with Adidas as we collectively strive to fight for world championships."
Seven-time World Champion Lewis Hamilton’s move to Ferrari can be considered a loss beyond the track, as he carried immense brand value. Mercedes’ partnership with Tommy Hilfiger ended in 2024.
The Adidas sponsorship will be a major statement to the world looking to invest in F1, one of the fastest-growing sports in the world.
“Interest in motorsport in general and Formula 1 in particular has been growing a lot,” said Bjørn Gulden, CEO of Adidas. “It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as the Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever.”
The Silver Arrows may not be witnessing the same highs since the new regulations kicked in, but they continue to remain one of the most financially sound teams on the grid.
Mercedes declared a record half a billion in revenue for the first time last year. Operating profit was £113.7m.
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F1: Mercedes’ revenue crosses half a billion for first time
Mercedes’ revenue crossed half a billion pounds for the first time since re-entering Formula One in 2010 as a full works team.
