F1 News: Williams Signs Huge Multi-Year Partnership With PUMA

Williams has announced a multi-year partnership with PUMA.

Williams announced a strategic multi-year partnership with sports apparel titan PUMA, commencing from the 2024 Formula 1 season. The alliance propels PUMA into the position of Official Partner of Williams Racing, blending performance.

Key Takeaways

• Williams Racing and PUMA embark on a multi-year global partnership starting from the 2024 F1 season, with PUMA furnishing official team and driver racewear alongside crafting and distributing replica gear.
• PUMA's subsidiary, stichd, will spearhead the design, production, and global distribution of Williams Racing replica apparel and accessories, enhancing the reach and allure of the Williams Racing brand.

PUMA, revered for a 75-year journey at the pinnacle of athletic innovation, extends a comprehensive teamwear solution to Williams, marrying their two decades-plus motorsport history with technological apparel that aligns with the stringent FIA fire protection standards. The synergy of Williams Racing and PUMA encapsulates a collective enthusiasm for motorsport and an envisioning of a progressive future.

Paul Asencio, Chief Revenue Officer at Williams Racing, expressed in the press release from the team: 

“Williams Racing is honoured to welcome PUMA as an official partner. PUMA’s dedication to excellence and performance in motorsport perfectly complements our team's values. We look forward to bringing the thrill of Formula 1 closer to fans worldwide through an exciting new range of apparel and accessories from 2024 and beyond."

Williams Press Image

Johan Adamsson, Global Director Sports Marketing & Sports Licensing at PUMA, articulated:

“We are excited to start this new collaboration which is a perfect fit for PUMA with Williams Racing long-lasting and successful legacy in Formula One. The iconic and prestigious attitude of Williams Racing supports and fosters PUMA´s visibility and approach to be the number one sports brand in Motorsport. We will supply the best standards of race gear and teamwear to the drivers and team and together with our subsidiary stichd we will offer replica and fanwear to the avid Williams Racing fans, consumers and Motorsport enthusiasts from 2024 onwards.”

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In harnessing the operational prowess of PUMA’s subsidiary, stichd, Williams Racing’s replica team kit, special edition team attire, and additional Williams-inspired pieces will be distributed not only trackside during races but also within selective PUMA stores. This strategy amplifies the international appeal and penetration of the Williams Racing brand, fostering a broader engagement with fans and adherents of the sport.