Based out of Brackley, German motorsports team Mercedes are one of the sport’s most successful outfits in the history of Formula One.
Having made their debut in 1954, Mercedes won their first race the same year at the French Grand Prix. They went on to win back-to-back Constructors’ Championships in 1954 and 1955 before stepping away from the sport after the 1955 Le Mans incident.
Mercedes returned to the sport in 1994 as engine manufacturers for Ilmor and then in a works partnership with McLaren which saw them secure one Constructors’ title and three Drivers’ titles.
Mercedes returned as a team in 2010 after buying out Brawn GP. They then went on to win eight consecutive Constructors’ titles from 2014 to 2021 and seven Drivers’ titles from 2014 to 2020.
With over 200 wins as an engine supplier, 10 Constructors’ and 13 Drivers’ titles, Mercedes are the second-most successful side in Formula One history.
Let’s look at Mercedes’ Sponsors in 2022.
Also Read – Formula One Sponsors 2022
Mercedes’ Title Partner / Sponsor
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.
As part of the deal, the Petronas logo is visible on the cars of both the drivers and their race suits. The initial deal was of five years and was renewed in 2014 in a multi-year agreement.
The 2014 renewal saw the partnership expanded and the team renamed as Mercedes AMG Petronas. Petronas not only sponsors the team financially but also supports the team technically and provides them fuel as well.
The partnership was once again renewed in 2017 following a multi-year extension. In October 2021, both parties extended their partnership once again.
Mercedes’ Principal Partner / Sponsor
In February 2020, Mercedes signed a five-year deal with petrochemicals firm INEOS. The deal was reported to be worth £20 million per year. The deal sees the INEOS logo feature on the Mercedes cars.
In December 2020, both parties expanded the partnership as INEOS acquired a 33% stake in the Mercedes team.
Also Read – Mercedes end Kingspan deal
Mercedes’ Team Partners / Sponsors
Swiss multinational investment banking and financial services company UBS has been an Official Partner of the Mercedes team since August 2010.
In March 2021, German software firm TeamViewer signed a five-year deal with Mercedes.
The deal sees TeamViewer enjoy branding across both the car and the race-suits of the drivers. Both parties also work towards the goal of net-zero emissions.
In February 2019, one of the leaders in cloud-delivered endpoint protection, CrowdStrike, signed a five-year deal with Mercedes.
The deal sees Mercedes use CrowdStrikes’ technology at their headquarters in Brackley to protect the team from cyber attacks.
CrowdStrike is Mercedes’ Official Cyber Security Provider and Partner.
In September 2021, global cryptocurrency firm FTX signed a long-term partnership with Mercedes.
The deal sees FTX’s branding and logo visible on the drivers’ race-suits and cars. The FTX branding is also visible on Mercedes’ trucks in their garages and in trackside hospitality. Both parties also collaborate to release NFTs.
Hewlett Packard Enterprise (HPE)
In June 2018, Hewlett Packard Enterprise joined forces with Mercedes.
The deal sees HPE work with Mercedes to enhance their operational efficiency, car performance and overall technology capability. Mercedes also benefit from HPE’s advisory services such as HPE Pointnext and other software solutions.
The deal also has a long-term technology roadmap, with phased product and process implementation across Mercedes’ factory and trackside operations.
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 the Official Engineering Partner of the team. 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 with the Mercedes team which saw it become their first Official Hotel Partner.
The partnership allows Marriott Bonvoy Members to interact with the Mercedes drivers and also enjoy exclusive on-track VIP-hospitality.
High-performance computing firm AMD signed a multi-year deal with Mercedes in February 2020. The deal saw the AMD logo featured on the side of the cockpit of the 2020 car and also on the race suit, team clothing and on the engineering station.
As per the deal, Mercedes use AMD’s commercial solutions, which include AMD EPYC server processors and AMD Ryzen PRO laptop processors, to optimise their various work streams.
Monster Energy first partnered with Mercedes back in March 2010. The energy drinks brand signed a multi-year partnership which saw its ‘M-claw’ logo featured on the helmets and race suits of both the Mercedes drivers.
Along with sponsoring the Mercedes team, Monster Energy is also a sponsor of their driver Lewis Hamilton, after the two signed a deal in 2017.
In March 2016, solid array storage vendor Pure Storage was announced as a sponsor of the Mercedes team.
The partnership sees the California-based firm provide flash-based storage solutions to the team, both trackside and at Brackley.
Mercedes 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.
Additionally, Mercedes driver Lewis Hamilton has also been a long-time ambassador of the brand.
Software firm TIBCO joined Mercedes in April 2017 as part of a global partnership agreement.
TIBCO provides the German team with its expertise in advanced analytics through its Insight Platform, which combines multiple technologies to form an ‘intelligent digital nervous system’ across data, software, field equipment, technical teams, and management staff.
The deal also sees the TIBCO logo appear on the helmets of the Mercedes race drivers.
A tech powerhouse created by AKKA and Modis, Akkodis was announced as an Official Team Partner in March 2022. The partnership sees the technology firm provide Mercedes with access to its technology and digital engineering talents. 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 serves as the Official Engineering Partner of the Mercedes-EQ Formula E Team.
The American cloud computing services provider was announced as an Official Global Sponsor of the Mercedes team in July 2022. The long-term partnership, which got kicked off with the 2022 Hungarian Grand Prix, sees Mercedes use Fastly technology to increase and improve their online and digital fan experiences.
Mercedes’ Team Suppliers
German sportswear giant Puma signed a multi-year deal with Mercedes in 2012. The deal sees Puma serve as the Official Supplier of Technical Clothing and Footwear and 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.
In June 2019, global eyewear brand Police joined the Mercedes 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 in the garage.
The partnership has also seen Police launch an exclusive collection in collaboration with Lewis Hamilton.
One of the world’s leading light-weight alloy wheel producers and distributors, OZ Racing has been an Official Supplier of the German team since 2010. The partnership sees OZ Racing supply wheels to the Brackley-based team.
Endless Brake Technology is also an Official Supplier of the German F1 team. The partnership sees Mercedes 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.
One of the leading global suppliers of liquid and powder coatings, Axalta Coating Systems has been an Official Team Supplier of the German team since 2017.
The partnership sees Axalta work with Mercedes’ paint shop in Brackley to make sure the paintwork on the cars is light, durable and able to withstand the extreme conditions on the track.
In May 2020, the two parties renewed their partnership in a multi-year agreement.
London-based clothing brand Belstaff, which is owned by INEOS, the Principal Partner of the team, is an Official Supplier and Clothing Partner of Mercedes. The two joined forces in February 2021.
Through its partnership with Formula One, Italian tyre manufacturer Pirelli serves as the Official Tyre Supplier to the Brackley-based team.
Sleep fitness brand Eight Sleep signed a multi-year partnership with Mercedes in March 2022 that saw the company become an Official Team Supplier of Mercedes.
As per the deal, Eight Sleep provides Mercedes with its products to ensure peak performance for the team throughout the season through its innovative sleep technology. The deal also puts the Eight Sleep branding on the Mercedes race cars.