Based out of Brackley, German motorsports team Mercedes are one of the sport’s most successful outfits in the history of Formula One.
Having made their debut in 1954, Mercedes won their first race the same year at the French Grand Prix. They went on to win back-to-back Constructors’ Championships in 1954 and 1955 before stepping away from the sport after the 1955 Le Mans incident.
Mercedes returned to the sport in 1994 as engine manufacturers for Ilmor and then in a works partnership with McLaren which saw them secure one Constructors’ title and three Drivers’ titles.
Mercedes returned as a team in 2010 after buying out Brawn GP. They then went on to win eight consecutive Constructors’ titles from 2014 to 2021 and seven Drivers’ titles from 2014 to 2020.
With over 200 wins as an engine supplier, 10 Constructors’ and 13 Drivers’ titles, Mercedes are the second-most successful side in Formula One history.
In December 2009, after it was announced that Mercedes would return to F1, Malaysian state oil and gas company PETRONAS was announced as the title sponsor of the German team.
As part of the deal, the PETRONAS logo is visible on the cars of both the drivers and their race suits. The initial deal was of five years and was renewed in 2014 in a multi-year agreement.
The 2014 renewal saw the partnership expanded and the team renamed as Mercedes AMG PETRONAS. PETRONAS not only sponsors the team financially but also supports the team technically and provides them fuel as well.
The partnership was once again renewed in 2017 following a multi-year extension. In October 2021, both parties extended their partnership once again. Mercedes and PETRONAS announced yet another extension of their Title and Technical partnership in September 2022, with the extension getting underway from the 2026 season.
In February 2020, Mercedes signed a five-year deal with petrochemicals firm INEOS. The deal was reported to be worth £20 million per year. The deal sees the INEOS logo feature on the Mercedes cars.
In December 2020, both parties expanded the partnership as INEOS acquired a 33% stake in the Mercedes team.
Swiss multinational investment banking and financial services company UBS has been an Official Partner of the Mercedes team since August 2010.
In March 2021, German software firm TeamViewer signed a five-year deal with Mercedes.
The deal sees TeamViewer enjoy branding across both the car and the race-suits of the drivers. Both parties also work towards the goal of net-zero emissions.
In February 2019, one of the leaders in cloud-delivered endpoint protection, CrowdStrike, signed a five-year deal with Mercedes.
The deal sees Mercedes use CrowdStrikes’ technology at their headquarters in Brackley to protect the team from cyber attacks.
CrowdStrike is Mercedes’ Official Cyber Security Provider and Partner.
In June 2018, Hewlett Packard Enterprise joined forces with Mercedes.
The deal sees HPE work with Mercedes to enhance their operational efficiency, car performance and overall technology capability. Mercedes also benefits from HPE’s advisory services such as HPE Pointnext and other software solutions.
The deal also has a long-term technology roadmap, with phased product and process implementation across Mercedes’ factory and trackside operations.
Swiss luxury watchmaker IWC Schaffhausen has been a long-term partner of the team’s performance brand AMG — since 2004.
In 2013, IWC Schaffhausen announced a new partnership with the Mercedes team which saw it become the Official Engineering Partner of the team. The pair renewed the partnership in 2014 to run until 2018, following which it was extended once again.
In June 2019, The Ritz-Carlton Hotel Company signed a multi-year partnership with the Mercedes team which saw it become their first Official Hotel Partner.
The partnership allows Marriott Bonvoy Members to interact with the Mercedes drivers and also enjoy exclusive on-track VIP-hospitality.
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High-performance computing firm AMD signed a multi-year deal with Mercedes in February 2020. The deal saw the AMD logo featured on the side of the cockpit of the 2020 car and also on the race suit, team clothing and on the engineering station.
As per the deal, Mercedes use AMD’s commercial solutions, which include AMD EPYC server processors and AMD Ryzen PRO laptop processors, to optimise their various work streams.
Monster Energy first partnered with Mercedes back in March 2010. The energy drinks brand signed a multi-year partnership which saw its ‘M-claw’ logo featured on the helmets and race suits of both the Mercedes drivers.
Along with sponsoring the Mercedes team, Monster Energy is also a sponsor of their driver Lewis Hamilton, after the two signed a deal in 2017.
In March 2016, solid array storage vendor Pure Storage was announced as a sponsor of the Mercedes team.
The partnership sees the California-based firm provide flash-based storage solutions to the team, both trackside and at Brackley.
Mercedes signed a multi-year deal with clothing brand Tommy Hilfiger in February 2018.
The deal sees Tommy Hilfiger provide the team with race and travel wear. Its logo also appears on the Mercedes race cars and garage.
Additionally, Mercedes driver Lewis Hamilton has also been a long-time ambassador of the brand.
A tech powerhouse created by AKKA and Modis, Akkodis was announced as an Official Team Partner in March 2022. The partnership sees the technology firm provide Mercedes with access to its technology and digital engineering talents. The two parties also work together to create a carbon-neutral and sustainable world. The Akkodis branding is also visible on the Mercedes race cars. Akkodis also serves as the Official Engineering Partner of the Mercedes-EQ Formula E Team.
The American cloud computing services provider was announced as an Official Global Sponsor of the Mercedes team in July 2022. The long-term partnership, which got kicked off with the 2022 Hungarian Grand Prix, sees Mercedes use Fastly technology to increase and improve their online and digital fan experiences.
Global leader in vehicle lifecycle management Solera announced a multi-year partnership with the German team in January 2023. The partnership sees both firms work towards automotive innovation, with Solera enjoying branding presence on the team’s Formula One car, left sleeve of the drivers, pit crew overalls and team clothing. The company also has branding on partner displays trackside on in the team garage.
Mercedes announced a multi-year deal with Canadian fintech firm Nuvei in February 2023. The partnership has Nuvei branding featuring on the helmets and overalls of the Mercedes drivers and also on the pit crew overalls and team clothing, while the Canadian brand also uses team members such as Lewis Hamilton, George Russell and Toto Wolff to reach out to wider audiences through marketing activities.
Mercedes announced paint and coating manufacturer Sherwin-Williams as an Official Team Partner in February 2023. The partnership sees Sherwin-Williams serve as Mercedes’ supplier of automotive paints and coating for the team’s race cars.
In November 2022, ahead of the season finale of the 2022 season in Abu Dhabi, Mercedes roped in leading manufacturer of cordless power tools and garden equipment Einhell as their Official Tool Expert. The partnership sees Einhell provide the team with their cordless tools, with the brand gaining visibility on the team’s race car, driver race suits and team uniform as well.
Leading UAE-based artificial intelligence (AI) and cloud computing technology company G42 was announced as an Official Partner of the Mercedes F1 team in February 2023. The partnership sees Mercedes use G42’s software and solutions for critical insights. Additionally, the agreement also focuses on talent development programmes, joint training and innovation workshops. The G42 logo is also present on the Mercedes race car and on the race helmets of both their drivers as well as in the team garage during race weekends.
Qualcomm inked a multi-year partnership with Mercedes in February 2023. The partnership has Mercedes using Qualcomm’s brand Snapdragon’s platform to create fan engagement experiences, while also using Snapdragon and other Qualcomm tech to increase their digital transformation and build a smart space at their campus in the UK. The partnership also puts the Snapdragon logo on the Mercedes race car, driver race suits, clothing of senior Mercedes team personnel, and inside the team garage and team trackside.
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Provider of cloud technology solutions mCloud joined Mercedes as an Official Partner in February 2023. The German team and mCloud work together towards their sustainability goals, while mCloud also helps the team with new cutting edge cloud technologies to help them with climate challenges.
Leading British mental health charity Mind was announced as Mercedes’ Official Charity Partner for the 2023 and 2024 F1 seasons in September 2023.
In November 2023, during the Las Vegas Grand Prix, Mercedes announced a multi-year deal with private messaging service WhatsApp, which came on board as the team’s Official Messaging Partner.
The agreement has seen Mercedes launch their own WhatsApp channel, through which both parties work on giving the fans exclusive team content and engagement opportunities.
Also Read – Mercedes F1 partner with SAP
German sportswear giant Puma signed a multi-year deal with Mercedes in 2012. The deal sees Puma serve as the Official Supplier of Technical Clothing and Footwear and the Official Licensee of Footwear, Apparel and Accessories of the team.
The Puma-Mercedes partnership was renewed in 2014, following which there was another extension in 2019.
In June 2019, global eyewear brand Police joined the Mercedes family.
The partnership sees Police serve as an Official Supplier of the team, and its products are worn by the Mercedes drivers. The Police logo is also visible on the helmets of the drivers, the visor and in the garage.
The partnership has also seen Police launch an exclusive collection in collaboration with Lewis Hamilton.
One of the world’s leading light-weight alloy wheel producers and distributors, OZ Racing has been an Official Supplier of the German team since 2010. The partnership sees OZ Racing supply wheels to the Brackley-based team.
Endless Brake Technology is also an Official Supplier of the German F1 team. The partnership sees Mercedes use Endless Brake’s RF650 super racing brake fluid technology, which is optimised for the extreme racing conditions encountered at the highest level of motorsports.
Through its partnership with Formula One, Italian tyre manufacturer Pirelli serves as the Official Tyre Supplier to the Brackley-based team.
Sleep fitness brand Eight Sleep signed a multi-year partnership with Mercedes in March 2022 that saw the company become an Official Team Supplier of Mercedes.
As per the deal, Eight Sleep provides Mercedes with its products to ensure peak performance for the team throughout the season through its innovative sleep technology. The deal also puts the Eight Sleep branding on the Mercedes race cars.
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