Mercedes, a maxi agreement with Adidas arrives for the post-Hamilton period

What future without Hamilton

There Mercedes he is going through a very difficult period both on and off the circuits. The Brackley team – which aimed to get closer to Red Bull in terms of performance this year – has instead taken a significant step backwards which places it – at this moment – in the role of fourth/fifth strength in the championshipfighting with Aston Martin and far away not only from the reigning world champions, but also from Ferrari and McLaren.

2024 then opened for the silver arrows with the shock ofannouncement of Lewis Hamilton's future move to Maranello. A hard blow not only for the loss of a seven-time world champion to a direct competitor, but also for a man-image fundamental for sponsors. Hamilton's presence in the team, obviously, guarantees the support of brands that are not destined to remain without the Stevenage star.

Adidas coming soon

For this reason Toto Wolff is actively moving to try to confirm the proximity of the Mercedes brand to the names of prestigious and – possibly – munificent companies. It is the case of Adidas which according to the English press is destined to become one of new main partners of the silver arrows. According to what was reported by Daily Mail in fact Adidas will replace both Puma – Mercedes' current racing clothing supplier – and Tommy Hilfiger – leisure partner – providing Toto Wolff's team withimportant commercial boost.

The new agreement should be profitable for Mercedes more than the current £6 million a year (around 7 million euros) obtained from the combined sponsorships of Hilfiger and Puma. However, the benefit is for both parties: by linking up to the German Mercedes, in fact, Adidas could make people forget about it sensational loss of sponsorship rights to the Germany national football teamwhich after 70 years of connection with the Herzogenaurach brand has decided to reach an agreement with Nike starting from 2027.