Adidas prepares for a derby with Puma in F1 and aims to sign with a top team in 2027. The Adidas brand wants to enter Formula 1.

The German brand wants to enter the track
In the world of football, the giants that have vied for the most prestigious clubs with lavish sponsorship contracts have been Nike and Adidas. The German brand is currently experiencing a crucial showcase in terms of visibility with the ongoing European Football Championship in Germany, but the growth of Formula 1 has not gone unnoticed by the German company’s managers.

“Formula 1 is growing strongly, especially among young people,” stated Adidas CEO Bjorn Gulden when asked about the topic by the German newspaper Bild. “The three races in the United States have brought great visibility and interest to this sport even in the U.S., and Formula 1 is a big business. Most of the contracts in F1 regarding technical sponsors expire in 2026. We are talking with several teams, and the plans are so advanced that I can’t say anything. We will do so as soon as we can.” – Bjorn Gulden explained.

In some ways, F1 is a ‘fiefdom’ of Puma, a direct competitor of Adidas and also a German brand. Thus, a derby is anticipated, and Adidas is certainly not targeting a second-tier team. Currently, Puma provides technical material to top-tier teams Ferrari and Mercedes. McLaren and Red Bull are part of the Sparco family, while Aston Martin uses OMP gear.