Aditya ChaudhuriThis article contains information about the organisations enjoying branding presence across the assets of Mercedes-AMG Petronas F1 Team as their official sponsors and partners during the 2024 FIA Formula One World Championship season.
TITLE PARTNER
Petronas
In December 2009, after it was announced that Mercedes would return to F1, Malaysian state oil and gas company Petronas was announced as the title sponsor of the German team. The initial deal was of five years and was renewed in 2014 in a multi-year agreement.
As part of the deal, the Petronas logo is visible on the cars of both the drivers and their race suits.
The 2014 renewal saw the partnership expanded and the team renamed to “Mercedes AMG PETRONAS”. Petronas not only sponsors the team financially but also supports them technically and provides fuel.
The partnership was once again renewed in 2017 on a multi-year basis. In October 2021, both parties extended their partnership once again.
Mercedes and Petronas announced yet another extension of their Title and Technical partnership in September 2022, with the extension getting underway from the 2026 season.
PRINCIPAL PARTNER
INEOS
In February 2020, Mercedes F1 signed a five-year deal with petrochemicals firm INEOS. The deal was reported to be worth £20 million per year.
The deal puts the INEOS logo on the Mercedes cars.
In December 2020, both parties expanded the partnership as INEOS acquired a 33% stake in the Mercedes team.
TEAM PARTNERS
UBS
Swiss multinational investment banking and financial services company UBS has been an Official Partner of the Mercedes team since August 2010.
TeamViewer
In March 2021, German software tech company TeamViewer signed a five-year deal with Mercedes F1.
The deal sees TeamViewer enjoy branding across both the car and the race suit of the Mercedes F1 drivers. The two parties also work towards the goal of net-zero emissions.
CrowdStrike
In February 2019, cloud-delivered endpoint protection provider CrowdStrike signed a five-year deal with Mercedes F1.
The deal sees the team use CrowdStrikes tech at their headquarters in Brackley to protect them from cyber attacks.
CrowdStrike is Mercedes F1’s Official Cyber Security Provider and Partner.
Hewlett Packard Enterprise (HPE)
In June 2018, Hewlett Packard Enterprise joined forces with Mercedes F1.
The deal sees HPE work with the team to enhance their operational efficiency, car performance, and overall tech capabilities. The team also benefit from HPE’s advisory services such as HPE Pointnext and other software solutions.
The deal also has a long-term tech roadmap in place, with phased product and process implementation planned across Mercedes F1’s factory and trackside operations.
IWC Schaffhausen
Swiss luxury watchmaker IWC Schaffhausen has been a long-term partner of the team’s performance brand AMG—since 2004.
In 2013, IWC Schaffhausen announced a new partnership with the Mercedes team, which saw it become their Official Engineering Partner. The pair renewed the partnership in 2014 to run until 2018, following which it was extended once again.
The Ritz-Carlton Hotel Company
In June 2019, The Ritz-Carlton Hotel Company signed a multi-year partnership agreement with the Mercedes team, which saw it become their first Official Hotel Partner.
The partnership allows Marriott Bonvoy members to interact with the Mercedes F1 drivers and enjoy other exclusive on-track VIP-hospitality.
AMD
High-performance computing company AMD signed a multi-year deal with Mercedes F1 in February 2020.
The deal puts the AMD logo on the Mercedes F1 car (on the side of the cockpit) and also on the race suit, team clothing, and engineering station.
As per the deal, Mercedes F1 use AMD’s commercial solutions, which include AMD EPYC server processors and AMD Ryzen PRO laptop processors, to optimise their various work streams.
Tommy Hilfiger
Mercedes F1 signed a multi-year deal with clothing brand Tommy Hilfiger in February 2018.
The deal sees Tommy Hilfiger provide the team with race and travel wear. Its logo also appears on the Mercedes race cars and garage.
Mercedes driver Lewis Hamilton, set to leave for Ferrari in 2025, has also been a long-time Tommy Hilfiger brand ambassador.
Akkodis
A tech powerhouse created by AKKA and Modis, Akkodis was announced as an Official Team Partner of Mercedes F1 in March 2022.
The partnership sees the tech company provide the team with its technology and digital engineering offerings. The two parties also work together to create a carbon-neutral and sustainable world. The Akkodis branding is also visible on the Mercedes race cars.
Akkodis also acts as the Official Engineering Partner of the Mercedes-EQ Formula E Team.
Solera
Vehicle lifecycle management company Solera announced a multi-year partnership agreement with the German team in January 2023.
The partnership sees the two parties work towards automotive innovation, with Solera enjoying branding presence on the Mercedes F1 race car, left sleeve of the drivers, pit crew overalls, and team clothing. The company also has branding on the trackside partner displays and inside the team garage.
Nuvei
Mercedes F1 announced a multi-year deal with Canadian fintech company Nuvei in February 2023.
The partnership sees Nuvei branding feature on the helmets and overalls of the Mercedes F1 drivers as well as the pit crew overalls and team clothing, while also using team members such as Lewis Hamilton, George Russell, and Toto Wolff to reach out to wider audiences through marketing activities.
Sherwin-Williams
Mercedes F1 announced paint and coating manufacturer Sherwin-Williams as an Official Team Partner in February 2023.
The partnership sees Sherwin-Williams serve as Mercedes F1’s official supplier of automotive paints and coating for their race cars.
Einhell
In November 2022, ahead of the season finale of the 2022 Formula One season in Abu Dhabi, Mercedes F1 roped in cordless power tools and garden equipment manufacturer Einhell as their Official Tool Expert.
The partnership sees Einhell provide the team with its range of cordless tools, while also gaining brand visibility on their race car, driver race suits, and team uniform.
G42
UAE-based artificial intelligence (AI) and cloud computing tech company G42 was announced as an Official Partner of Mercedes F1 in February 2023.
The partnership sees the team use G42’s software and solutions for critical insights. Additionally, the agreement also focuses on talent development programmes, joint training, and innovation workshops. The G42 logo is also present on the Mercedes race car, the driver race helmets, and the team garage during race weekends.
Qualcomm
Qualcomm inked a multi-year partnership agreement with Mercedes F1 in February 2023.
The partnership has the team using Qualcomm brand Snapdragon’s platform to create fan engagement experiences, while also using Snapdragon and other Qualcomm tech to increase their digital transformation and build a smart space at their campus in the UK.
The partnership also puts the Snapdragon logo on the Mercedes race car, driver race suits, and senior team personnel clothing, along with garage and trackside branding.
In November 2023, during the Las Vegas Grand Prix, Mercedes F1 announced a multi-year deal with private messaging service WhatsApp, which came on board as the team’s Official Messaging Partner.
The agreement has seen the team launch their own WhatsApp channel, through which both parties work on giving the fans exclusive team content and engagement opportunities.
SAP
In November 2023, SAP inked a multi-year deal with Mercedes F1 to “accelerate operational efficiency and unlock new data insights to deliver performance gains” starting from the 2024 F1 season.
Luminar
Global automotive tech company Luminar teamed up with Mercedes F1 in January 2024, with the partnership leveraging the company’s already existing association with the German team and integrated Luminar tech into the Official FIA F1 Safety Car starting from the 2024 F1 season.
TEAM SUPPLIERS
Puma
German sportswear giant Puma signed a multi-year deal with Mercedes F1 in 2012.
The deal sees Puma acts as the Official Supplier of Technical Clothing and Footwear as well as the Official Licensee of Footwear, Apparel, and Accessories of the team.
The Puma-Mercedes partnership was renewed in 2014, following which there was another extension in 2019.
Police
In June 2019, global eyewear brand Police joined the Mercedes F1 family.
The partnership sees Police serve as an Official Supplier of the team, and its products are worn by the Mercedes drivers. The Police logo is also visible on the helmets of the drivers, the visor, and inside the garage.
The partnership has also seen Police launch an exclusive collection in collaboration with Lewis Hamilton.
Endless
Endless Brake Technology is also an Official Supplier of the German F1 team.
The partnership sees Mercedes F1 use Endless Brake’s RF650 super racing brake fluid technology, which is optimised for the extreme racing conditions encountered at the highest level of motorsports.
Pirelli
Through its over-arching agreement with Formula One, Italian multinational tyre manufacturer Pirelli serves as the Official Tyre Supplier to all F1 teams, including Mercedes F1.
REGIONAL PARTNERS
BetterUp
In February 2024, Mercedes F1 roped in human transformation company BetterUp as an Official Supplier.
As per the deal, BetterUp works towards enhancing the wellbeing, resilience, and readiness of the Mercedes F1 team members.
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