F1 Academy, the top motor racing series’ all-female development category, has unveiled a deal with global sportswear giant Puma.
Puma is now an official F1 Academy partner, with the deal having been announced ahead of the series' second season starting on March 7 in Saudi Arabia.
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This adds to the brand's existing wider supply tie-up with F1, which was unveiled in May 2023 and comes into effect for the main F1 season, which will begin in early March in Bahrain. Puma will provide uniforms to all F1 personnel at each race, and the brand will also produce ranges of F1-licensed apparel, accessories, and footwear.
GlobalData Sport estimates the F1-Puma deal as being worth $10 million annually.
Puma is now designing a specific F1 Academy partner livery for the 2024 campaign, and will also "supply race gear to F1 Academy wildcard entries and drivers racing under a partner livery."
In addition, all F1 Academy staff will have their footwear provided by Puma.
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By GlobalDataSusie Wolff, managing director at F1 Academy, has now said: "Through its collaborations with the world's biggest artists and creators, Puma has been able to push the boundaries between sport, lifestyle, and fashion … This, coupled with Puma's strong motorsport legacy and its commitment to innovation, makes it the perfect brand to collaborate with F1 Academy."
Maria Valdes, Puma's chief product officer, added: "Puma's collaboration with F1 Academy is so much more than just a sponsorship. It's a continued commitment to female advancement in sport, specifically motorsport."
The F1 Academy calendar will link up with the main F1 schedule this season, while all F1 teams are nominating one driver and designing the livery of one car competing in the series.
That 2024 F1 campaign begins on March 2 in Bahrain.
Puma's main F1 tie-up, meanwhile, also includes its subsidiary Stichd holding exclusive “trackside vending rights” for F1-licensed products, as well as for replica teamwear, fanwear, and special edition collections, from all 10 F1 teams.
Last September, Puma signed a multi-year renewal and expansion of its partnership with iconic Italian sports car manufacturer Ferrari. The tie-up has been upgraded to a premium partnership, as Puma continues to be the licensing partner for Ferrari-branded products and the supplier of team and racewear for Ferrari F1.
