The German brand wants to get on track
In the world of football, the giants who competed for the most prestigious clubs with pharaonic sponsorship contracts were Nike and Adidas. The German brand is currently experiencing a crucial event in terms of visibility such as the European football championship taking place in Germany, but the growth of F1 has not gone unnoticed by the managers of the German company.
“F1 is also growing strongly among young people – said the CEO of Adidas Bjorn Gulden questioned on the topic by the German newspaper Bild – the three races in the United States have brought great visibility and interest around this sport also in the United States and F1 is big business. Most of the contracts stipulated in F1 regarding technical sponsors expire in 2026. We are talking to several teams, the plans are so advanced that I can’t say anything. We will do it as soon as we can do it.”
F1 in some ways is a Puma ‘fiefdom’, a direct competitor of Adidas and itself a German brand. A derby is therefore expected and Adidas is certainly not targeting a second-rate team. Puma currently supplies technical material – at top-tier team level – to Ferrari and Mercedes. McLaren and Red Bull are part of the Sparco family, while Aston Martin wears OMP.
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