It is worth noting that Hamilton's Mercedes difference may be the key to victory for Adidas. Hamilton is not only the spokesman for Puma, but also has teamed up with Tommy Hilfiger to create a personal clothing line, the two sides have deep cooperation. This change may cause the two brands to reconsider their support for the team.
Hamilton and Neymar are both owned by Puma.
For Adidas, this is certainly a great opportunity to enter the world of racing at the top level. But in order to widen their commercial footprint, they will need to invest heavily. The Daily Mail has revealed that Adidas' new sponsorship deal is worth far more than the £6million Tommy Hilfiger and Puma paid, with tens of millions of pounds expected to be paid.
Mercedes' current sponsorship list.
However, the new marriage between Adidas and Mercedes will also face the challenge of finding a new supplier of racing apparel, a daunting task for a newcomer to the sport, given the stringent safety requirements of F1.
Adidas sponsors the "German Chariot".
From Adidas' perspective, a partnership with Mercedes could go some way to redeeming the brand's reputation. Last month, the German Football Association (DFB) sparked a hot debate when it ended its nearly 80-year partnership with Adidas. The DFB's economic considerations were cited as the reason for dropping Adidas, while Nike made a more attractive offer.
The breakup of the German Football Association and Adidas.
The German Football Association (DFB) emphasized that economic benefits were key in deciding the partnership. While the move drew criticism from German politicians, Adidas lost its German soccer sponsorship but found new opportunities in racing.
Adidas' sponsorship of Mercedes is seen as a strong partnership between a German sports brand and a top German team. Despite the higher brand awareness of Mercedes, Adidas may also have a brand presence in motorsports that extends beyond the sports industry.
Surging sales of F1 peripheral merchandise lures Adidas in.
The Mercedes signing is significant for Adidas, marking its entry into new territory. But the move could also spark other sports brand giants to look at the motorsport sector. Brands such as Puma have long been active in motorsport, and the addition of Adidas may reveal an insight into the F1 market for German sports brands.
The hot sales of F1 peripheral merchandise may have been the trigger for the German sports brand's entry into F1.
