Tommy Hilfiger backs Mercedes as F1 seeks sponsorship manager
Tommy Hilfiger, the renowned US fashion brand, is returning to Formula 1 after today announcing a multi-year deal with defending world champions Mercedes-AMG Petronas.
The company, which is owned by PVH Corp, will provide a range of products to the team, including race and travel wear and factory, office and hospitality clothing in the 2018 season onwards.
In addition, the Tommy Hilfiger logo will appear on the team’s cars and on garage and trackside assets, and the brand is launching a spring campaign that will celebrate the fusion of fashion and Formula 1.
Mercedes are due to launch their new car at Silverstone on 22 February, ahead of the Formula 1 season-opener in Melbourne on 25 March.
Tommy Hilfiger is replacing Hugo Boss, the German fashion brand, which ended its association with Mercedes at the end of the 2017 season in order to switch resources to Formula E, as the electric racing series’ first official apparel sponsor.
The tie-up with Mercedes, which won its fourth successive constructors’ world championship in 2017, while its British driver Lewis Hamilton regained the drivers’ title (his fourth overall), sees Tommy Hilfiger back in Formula 1 for the first time in 17 years.
The US outfit was a sponsor of the Lotus team from 1991 to 1994 and in 1998 became the first non-automotive brand to sponsor Ferrari, in a deal that ran to 2001.
Meanwhile, Formula 1 is seeking a sponsorship sales manager who will be responsible for bringing in new local, regional and global partners for the sport.
The appointed candidate will support the sales director in helping to drive sponsorship revenues at the series, which is looking to attract new commercial partners following its acquisition by Liberty Media, the US media giant, at the start of 2017.
Further details of the position are available at https://www.sportsrecruitment.com/job/sponsorship-sales-manager-formula-1-atws-884618/
In other developments, Formula 1 is launching a new programme called ‘grid kids’ under which competitors in junior motor racing and karting series will be invited to take part in the pre-race ceremonies at grands prix.
In a scheme that has the backing of the FIA, motor racing’s international governing body, the children will replace the ‘grid girls’, female models who have traditionally accompanied the cars on the starting grid, but who have been axed for the 2018 season onwards.
Sean Bratches, managing director, commercial operations at Formula 1, said he hoped that for the young people involved the opportunity to “stand beside their heroes” would be “an unforgettable experience for them and their families.”
Bratches said last week that the use of grid girls was ending as it "does not resonate with our brand values and clearly is at odds with modern day societal norms."