The automotive brand has an impressive niche in the realm of motorsport. Mercedes began its F1 campaign in the early 1950s. But left the sport after the 1980 season. However, the true story of success came with the introduction of the turbo-hybrid era. The era of turbo-engines turned the underdog Mercedes into one of the most dominant forces of the modern F1 era. With 8 consecutive constructor titles from 2014 to 2021 and seven driver’s titles with Lewis Hamilton and Nico Rosberg, this marked an unprecedented winning streak.
With more wins come more associates, business deals, and partners. Here’s everything you need to know about the Mercedes F1 team sponsors and insights about their partnerships.
1. Petronas
Malaysia’s renewed petroleum brand, Petronas, has been the backbone of the Mercedes Formula 1 team since the team debuted in 2010. Petronas is the official title partner as well as the technical sponsor for the 2024 season. Both iconic brands have collaborated over decades and are continuing the innovation of the team's Fluid Technology Solutions. An annual fee of about $100 million buys up the petroleum firm to have its emblem curated on the front chassis of the Silver Arrows F1 car as well as on the side pods.
2. INEOS
INEOS is one of the principal partners and sponsors for the Silver Arrows. INEOS also acquires one-third of equal shareholders in the automotive brand. Mercedes and INEOS signed a multi-year deal in 2020 to promote motorsport globally and provide a principal partner for the FIA Formula 1 season. The British chemical business annually pays about $120 million as per contract to curate its branding power on the rear wing of the Mercedes F1 car.
3. Snapdragon
In 2023, Qualcomm Technologies, the world's leading chip brand, entered Formula 1 as a brand associate with the Mercedes Petronas team. They signed a multi-million-dollar collaboration deal with German automotive. The main purpose of this deal was to promote and improve fan engagement while accelerating digital transformation. Snapdragon also helps in creating student campuses near Mercedes HQ in the UK team.
4. Tommy Hilfiger
The Silver Arrows renewed a multi-year sponsorship deal with one of the fast fashion brands in the US. Tommy Hilfiger has been the cornerstone of the Mercedes F1 team since 2018. The brand produces limited-edition collections of iconic team racing jerseys and merchandise. They also made Lewis Hamilton the brand ambassador so that more and more racing fans get engaged with the brand and promote the apparel.
5. Puma
Puma is the styling partner of the Mercedes-AMG Petronas F1 team. The sporting brand supplies high-productive racewear with good aesthetics and boots. Puma is providing Lewis Hamilton's iconic watch-embedded racing gloves with racing boots. The partnership also offers a lucrative range of fashionable clothing and accessories for fans globally. Puma also provides official Mercedes F1 merchandise and accessories for the fans.
6. Hewlett-Packard Enterprises
Hewlett Packard Enterprises is the global leader in cloud platform service companies, and with the sponsorship deal with the Mercedes F1 team, they are setting up the bar at high levels. HP Enterprises joined the agreement in 2018 to promote power and excellence on the digital platform. With Mercedes fast-paced performance, HP tries to improve its operational efficiency and tech upgrades. The team also benefits from HPE’s visionary services, such as HPE Pointnext and other software solutions.
7. USB
USB, one of the leading banks in the Land of the Swiss, signed a multi-year sponsorship agreement with the Mercedes F1 team in 2010. USB is one of the oldest firms to collaborate with the Mercedes F1, and they are still working together to improve the efficiency of data structural analysis. USB also has shares with the team that help the team thrive for excellence and success through teamwork.
8. Pirelli
The Italian tire manufacturer is one of the world’s best motor racing tire producers in the realm of motorsport. Perilli is also the official tire supplier for Formula 1 for the 2024 season. The brand also shares equity with the Mercedes F1 team. Pirelli F1 tires have received the FSC certification, which ensures total accountability through the supply chain. Mercedes also uses Pirelli F1 tires for the race.
The Mercedes Petronas AMG Formula 1 team has various regional partners that have signed sponsorship deals for the 2024 F1 season. Firms like BetterUp, Police, Endless, and Luminar have mutual corporation deals beyond the 2025 season.
What are your initial thoughts on the sponsorship deals and business insights of the Silver Arrows? Do let us know in the comments below.
