German sportswear brand Puma has announced that it has entered into a new multi-year partnership with the Mercedes GP Petronas Formula One Team. The brand will be the exclusive licensing partner to Mercedes GP Petronas for footwear, apparel and accessories; and an official Team Partner, effective from 1 January 2012. The partnership agreement incorporates prominent branding locations for Puma on the MGP W03, the team’s 2012 race car, and on all race and team-wear products.

Through this new partnership, Puma will develop Mercedes GP Petronas licensed products for global sales and distribution.

Puma will also provide Mercedes GP Petronas with its latest innovations of fireproof race-wear for the team’s drivers and all technical pit personnel. 

Ross Brawn, team principal at Mercedes GP Petronas said: “Puma has a long and successful heritage in motorsport and, having worked with them previously in Formula One, I know their technical performance innovations for race-wear are amongst the best in the industry, which is of course critical to our racing operation. Puma’s global capability to design, develop and distribute licensed products for fans of the Silver Arrows around the world is equally impressive. This is a key partnership for Mercedes GP Petronas, and one we are delighted to have established.”

Christian Voigt, senior head of global sports marketing at Puma said: “Puma is fully committed to motorsport for the long term, and signing this partnership with the Mercedes GP Petronas team is a major statement for us as a brand.  Mercedes-Benz has such a rich heritage in motorsport and Mercedes GP Petronas is an exciting continuation of this story. With such talented drivers and team personnel, it's clear they are destined for great things in the years to come. Combining our experience in licensed product development and distribution with the brand equity of the team has significant commercial benefits for both parties, and is another strong basis for this new partnership.”

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