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PUMA to become Partner of F1 ACADEMY │ DiversityComm


F1 ACADEMY has today announced that leading sport and athleisure brand, PUMA, will become an Official Partner of F1 ACADEMY ahead of the series’ second season, which begins in Saudi Arabia on 7th March.

The multi-year partnership will see the racing series join forces with one of the world’s foremost sports brands, in a collaboration that unites PUMA’s rich motorsport history with F1 ACADEMY’s goal to increase female participation in motorsport, on and off the track.

For nearly 40 years PUMA has been an industry leader in developing motorsport clothing – pioneering fireproof overalls, race shoes and other high-performance gear – before more recently designing team and fan clothing, as well as lifestyle collections that attract a new generation of fans.

As an Official Partner of F1 ACADEMY, PUMA begins a new chapter in its motorsport legacy with a designated partner livery for 2024. Ferrari Academy driver Aurelia Nobels will also make her category debut under the PUMA livery for ART Grand Prix.

Through the partnership, F1 ACADEMY will connect with PUMA’s established global audience, targeting its younger more diverse segments to drive forward its mission to increase female participation in motorsport.

Under the agreement PUMA will also supply race gear to F1 ACADEMY wildcard entries and drivers racing under a partner livery along with footwear for F1 ACADEMY staff.

Susie Wolff MBE, F1 Academy Managing Director, said:
“Through its collaborations with the world’s biggest artists and creators, PUMA has been able to push the boundaries between sport, lifestyle, and fashion to create streetwear which reaches a wider and more diverse audience. This, coupled with PUMA’s strong motorsport legacy and its commitment to innovation make it the perfect brand to collaborate with F1 ACADEMY as the series looks to inspire a younger generation of fans.”

Maria Valdes, PUMA Chief Product Officer, said:
“PUMA’s collaboration with F1 Academy is so much more than just a sponsorship; it’s a continued commitment to the advancement of female in sport, specifically Motorsport. This partnership feels natural to our brand as we continue to push sport and culture forward.”

About Formula 1®
Formula 1® racing began in 1950 and is the world’s most prestigious motor racing competition, as well as the world’s most popular annual sporting series. Formula One World Championship Limited is part of Formula 1® and holds the exclusive commercial rights to the FIA Formula One World Championship™. Formula 1® is a subsidiary of Liberty Media Corporation (NASDAQ: LSXMA, LSXMB, LSXMK, FWONA, FWONK, LLYVA, LLVYK) attributed to the Formula One Group tracking stock. The F1 logo, F1 FORMULA 1 logo, FORMULA 1, F1, FIA FORMULA ONE WORLD CHAMPIONSHIP, GRAND PRIX, PADDOCK CLUB and related marks are trademarks of Formula One Licensing BV, a Formula 1 company. All rights reserved.

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