New developments in Formula 1 technical sponsorships: Mercedes has signed a 2025 deal with Adidas, leaving Puma. And Audi might follow suit…
A significant shift is happening in the world of Formula 1: according to SportBusiness, Mercedes has signed a technical sponsorship agreement with Adidas starting next season. Toto Wolff’s team is parting ways with Puma after years of collaboration to opt for its rival giant: the two brands were founded by brothers, Adidas by Adolf Dassler and Puma by Rudolf Dassler.
This is an innovative choice for the Herzogenaurach-based brand, which has never before entered the Circus as a technical sponsor. This further fuels the appeal of a rapidly growing Formula 1, which has now become an excellent platform for sponsorships and business ventures.
Not Just Mercedes: Could Audi Also Team Up with Adidas?
With one automotive giant secured, the Germans could target another national brand: with Audi entering in 2026, and the recent hires of Mattia Binotto and Jonathan Wheatley, several brands are already eyeing the four-ringed team.
According to SportBusiness, they are also very close to finalizing an agreement with Audi for technical sponsorship starting in 2026. Thus, the century-old rivalry between the two German sports brands continues, now extending into the world of Formula 1.
Photo: Mercedes-AMG Petronas F1 Team