Formula 1: Puma (GER), official supplier of licensed products from the 2024 season

The German equipment manufacturer Puma is to become an "official licensee" of Formula One under a multi-year deal from the 2024 season, announced Formula One Group on 04/05/2023. The first licensed products marketed under this partnership will be available in February 2024.

The agreement includes the rights to produce "F1 branded apparel, footwear and accessories. The contract includes exclusive rights to sell F1 fanwear and fanwear of all ten teams around the race circuit starting 2024," said the German brand. As an official supplier (4^th level), Puma will also equip the Formula 1 staff at the various races.

Stichd, a subsidiary of the German group specialised in the manufacture of licensed clothing, will be the exclusive operator of the brand's sales outlets, which will sell, among other things, fan clothing and replicas of the teams' official uniforms during the Grand Prix weekends, i.e. "up to 65 mobile stores at more than 20 races in 19 different countries."

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