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Formula One signs merchandise partnership with Puma

German sports equipment firm Puma has boosted its presence in Formula One by agreeing a multi-year deal with the motor-racing championship.

Puma becomes F1’s exclusive merchandise retail partner, with branded stands and superstores to be present at 17 out of the 21 grands prix in the 2019 season.

Puma has gained the rights to design, produce and sell Formula One-branded products trackside. Race fans will be able to purchase F1 and grands prix-related products as well as all 10 teams’ merchandise from on-site Puma stands and superstores during race weekends.

Puma and its fully-owned subsidiary, Branded, will also retail official merchandise and accessories from Formula One’s growing portfolio of consumer products licensees, such as Codemasters and BAPE.

“Our agreement with Formula 1 will allow us to connect with the fans directly at the races by offering them the best motorsport merchandise experience possible,” Puma chief executive Bjørn Gulden said.

Branded already distributes Puma replica merchandise and designs for leading F1 teams such as Ferrari, Mercedes, Red Bull Racing and Haas.