All Formula 1 articles
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ArticleFanatics signs multi-year global deal with Max Verstappen
Fanatics and Max Verstappen unveil a global partnership covering licensed merchandise, trading cards and a new online store launching in 2026.
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ArticleF1 team valuations top $34bn in 2025
Ferrari ranks most valuable at $6.4 billion (€6.1 billion), as F1’s combined team value jumps over $34 billion (€32.4 billion), up 48% year on year.
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News briefsCharles Leclerc launches CL16 fashion brand
Monegasque Formula 1 driver Charles Leclerc has launched his personal fashion brand, CL16, featuring a limited-edition collection of 12 1990s-inspired pieces.
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ArticleAdidas and Audi join forces in the brand new Formula 1 team
Having joined the circuit in January 2025, Adidas will be sponsoring a second F1 team, Audi’s, for its debut in 2026.
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ArticleLewis Hamilton restructures and renames his company
The company, previously known as Project 44, will now exist as Lewis Hamilton Ventures.
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ArticleNew Era names official partner of Atlassian Williams Racing
The US headwear and sportswear brand will supply teamwear and fan apparel for the F1 team starting with the 2026 season.
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ArticleAdidas and Inuteq keep F1 drivers cool with tech filled garments
Together, Adidas and Inuteq have created a jacket and a vest that double the impact of just wearing a cooling vest.
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ArticleLouis Vuitton also enters the Formula 1 world
The luxury brand has signed a 10-year agreement to place the brand at the heart of Formula 1.
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ArticleCastore partners with its third F1 team
Formula One spotlight on: Just after Adidas entered the racewear business, Castore announced its third partnership deal, this time with a French team.
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ArticlePuma, Mercedes AMG Petronas and Ræburn launch upcycling collection
Puma has entered into a collaboration with the Mercedes-AMG Petronas Formula One team (MAPF1) and Ræburn, a London-based creative studio known for reusing surplus materials. Source: Puma MAPF1 x Ræburn / George Russell Within the scope of the partnership, the trio is mainly drawing on Ræburn’s upcycling ...
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News briefsLiberty Media announces acquisition of MotoGP
US-based mass media company Liberty Media Corporation, the owner of Formula 1, has announced an agreement to acquire MotoGP, the pinnacle of motorcycle racing with more than 20 Grands Prix across five continents. Liberty Media’s businesses are attributed to three tracking stock groups: the Liberty SiriusXM Group, the Formula One ...
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News briefsPuma and Formula 1 unveil their inaugural collaboration collection
Source: Press image Puma and Formula 1 collaborate for their first collection Puma and Formula 1 have joined forces to introduce their first full collaborative collection for Spring/Summer 2024. This comprehensive collaboration marks a significant milestone in motorsport fashion, according to the brands. Inspired by race suit ...
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ArticlePuma appoints A$AP Rocky as Creative Director for F1 partnership
Source: Ryo Sato A$AP Rocky, Puma x F1 Creative Director Earlier this year, Puma announced a long-term partnership with Formula 1 (F1), becoming the exclusive licensee and on-track retailer at all races. Now, Puma and music artist, creative and designer A$AP Rocky officially announced a long-term creative ...
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News briefsNetflix will host its first-ever live sporting event this autumn
Netflix has announced plans to stage The Netflix Cup, its first-ever live sports event. Scheduled for this autumn, The Netflix Cup will be a celebrity golf tournament featuring athletes from Netflix sports docuseries Formula 1: Drive to Survive and Full Swing. The event will be held at ...
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ArticleFormer Decathlon Partnership Director joins Wasserman
Source: Wasserman Wim Mathues Global sports, music and entertainment agency Wasserman has appointed former Decathlon Partnership Director Wim Mathues as SVP of Brands and Properties in Belgium and the Netherlands. The appointment is the latest step in the agency’s growth strategy in Europe and follows the acquisition ...
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News briefsStichd becomes merchandise partner of Aston Martin’s F1 team
Puma’s subsidiary Stichd, a licensed fan apparel, legwear, bodywear and swimwear company that will exclusively operate Formula 1 fan stores at race weekends as part of the latest deal between Puma and the racing series, has now also signed a long-term agreement with the Aston Martin Aramco Cognizant Formula One ...
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News briefsPuma signs contract with Formula 1
Puma will be the official supplier of Formula 1 (F1), giving it the right to produce apparel, footwear and accessories bearing the F1 logo. The German sports brand will also equip F1 personnel at the race tracks and produce Formula 1 fan apparel. The contract signed between Puma and Formula ...
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News briefs
Partnership between Porsche and Red Bull does not materialize
In the course of a possible Formula 1 entry by Porsche, Porsche AG and Red Bull have held talks in recent months. Both companies have jointly concluded that these talks will not be continued, Porsche said in a press release. The premise was always a partnership at eye level, including ...
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News briefsFormula One revenues up by almost 50% for Q2
Revenues for this year’s second quarter were up by 49 percent year-on-year at Formula One Group. The subsidiary of Liberty Media pulled in $744 million, most of it derived as usual from media rights, sponsorships and promotion of the seven races run during the period. Operating income for the quarter ...
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News briefsPuma signs racer Emma Kimiläinen for Puma W Series Team in 2022
As part of its ”She Moves Us” brand campaign aiming for women in sports, Puma has just signed the Finnish motor racer Emma Kimiläinen for its Puma W Series racing team. The W Series is a free-to-enter championship on F3 single-seated, mechanically identical cars that runs since October 2018, with ...
