Adidas joins the growing Formula One business as the company has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team. This is a major step for Adidas as it enters the pinnacle of motorsport: Formula One.
There is, for sure, a lot of money in F1. When Blackbook Motorsport compiled the Q2 2024 figures, it was concluded that Formula One’s revenue climbed 20 percent year-over-year (YoY) to US$871 million for the three months ended 30th June. The operating income increased 17 percent YoY to US$84 million. The cost of Formula One revenue rose 24 percent to US$645 million. The F1 circus is also growing as eight races took place in the period, compared to six in 2023.
The Adidas/Mercedes-AMG Petronas partnership is interesting in many ways. Just a year ago, Puma started their partnership with Mercedes-AMG Petronas, but now the F1 team will continue their journey with the other global sports brand from Herzogenarauch. Puma still has sponsorship deals with the teams of Scuderia Ferrari, Alfa Romeo F1 Team Stake, BMW M Motorsport, and Porsche Motorsport.
Built on a shared commitment to performance and excellence, the partnership leverages Adidas’ 75-years of experience working with athletes at the top of their game to support the Mercedes-AMG PETRONAS F1 Team in driving success.
Adidas communicates that the brand and the Mercedes-AMG PETRONAS F1 Team together ”throughout the 2025 season and beyond will create a complete range of apparel, footwear and accessories for the entire team and its fanbase.”
“We are very happy to be back in the world of motorsport,” Bjørn Gulden, CEO of Adidas said. ”Interest in motorsport in general and Formula 1 in particular has grown a lot. It is reaching new consumers and significantly influences sports 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. Together, we share a passion for speed, innovation, and performance. We will support the drivers and the team in pushing the limits on the track. Off the track, we will bring a fresh 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.”
“Our partnership with Adidas is a clear statement of intent as we begin to write our next chapter as a team,” Toto Wolff, Co-owner, CEO, and Team Principal of the Mercedes-AMG PETRONAS F1 Team, said. ”Adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with Adidas as we collectively strive to fight for world championships.”
The first pieces in the Adidas x Mercedes-AMG PETRONAS F1 Team apparel range will be unveiled in February 2025 and will be available to purchase from adidas.com/motorsport, mercedesamgf1.com, and a worldwide range of Adidas wholesale accounts. Several limited edition drops are also planned throughout the year.
