Ahead of the United States of America Grand Prix in Austin, Texas, this weekend, Mercedes AMG Petronas F1 Team has announced the extension of two of its sponsor contracts: Puma and Starwood.
Starwood Preferred Guest, the award-winning loyalty programme from Starwood Hotels & Resorts Worldwide, Inc., has been in partnership with the team since 2012. The new deal offers Starwood Preferred Guest (SPG) members unique access to Formula One experiences with the Mercedes team in destinations around the world. The brand is also the preferred hotel partner for the team, who stay at its resorts in locations such as Barcelona, Monaco, Singapore, Brazil and Abu Dhabi.
The free-to-join SPG programme allows members to register for their chance to redeem their Starpoints for ‘Access Like No Other’ Experiences which offer unparalleled access to the Mercedes AMG PETRONAS team such as exclusive events with Lewis Hamilton and Nico Rosberg at Starwood Hotels over the race weekends, to simulator and behind-the-scenes experiences at the team’s Operations Centre in Brackley, UK. Such experiences have proved highly popular, with a 250 percent growth in SPG members redeeming their points to participate since the launch of the partnership in 2012.
Head of Mercedes-Benz Motorsport, Toto Wolff, commented: “We are delighted to have extended our partnership with Starwood Preferred Guest for a further two years. Not only have our team enjoyed the benefits of staying in some wonderful Starwood properties as we follow the Formula One calendar around the globe but we can see the tangible benefits reflected in the excitement and enthusiasm of the SPG members who join us over the race weekends for their exclusive experiences. Knowing that our association with SPG has helped to drive the success of their membership programme is very satisfying and we look forward to more successful seasons together.”
Mark Vondrasek, Senior Vice President, Distribution, Loyalty and Partnership Marketing for Starwood Hotels & Resorts Worldwide, Inc. said: “From one-of-a kind views of the pit lane to meeting the drivers in incredible destinations, the unique and exclusive experiences we have offered as a result of this partnership have helped drive SPG Members’ excitement for the popular sport of Formula One. Our extended collaboration with the Mercedes AMG PETRONAS Formula One Team enables us to continue creating memorable moments for our SPG guests, feeding their passion for this world-class sport.”
Meanwhile, the new agreement with Puma (on board since 2012) sees the brand become the Official Supplier of Technical Clothing and Footwear and an Official Licensee of Footwear, Apparel and Accessories. The agreement will also extend the licensed rights that Brandon, Puma’s own sports merchandise company, has for team replica and fan products.
Puma will continue to outfit the team drivers Lewis Hamilton and Nico Rosberg with its lightweight race suits and performance footwear. The team’s pit crew will also wear Puma’s latest innovations in performance race wear at the Formula One circuits.
A licensed dam collection will continue to be developed and distributed by Puma and Brandon with footwear, apparel and accessories inspired by the team’s heritage and driver personalities.
Head of Mercedes-Benz Motorsport, Toto Wolff, commented: “Puma has been a key performance partner for the three seasons we have now worked together, ensuring our drivers are outfitted in the lightest and most innovative performance race wear. This is an important component of our racing operation within a continually evolving and challenging industry. As a licensed partner, Puma has excellent capabilities of designing, developing and distributing high quality products that carry our brand identity.”
Bjørn Gulden, Chief Executive Officer for Puma said: “Puma has good heritage in motorsport and we are constantly working with our partner teams to innovate our performance race apparel and footwear, and help them be the fastest and achieve success.”