McLaren and Puma enter multi-year partnership

The deal is not restricted to Formula 1 but also covers activities in IndyCar, World Endurance from 2027, virtual racing and the all-female F1 Academy series.

No financial details were given following the announcement of the agreement.

In McLaren's press release announcing the deal, Chief Executive Zak Brown said: "Our sport is in incredible shape, and it’s been fantastic to see an influx of major fashion and lifestyle brands who are looking for deep and meaningful ways to engage with our growing global fanbase.

"I cannot think of a better partner than sportswear giant PUMA to help us supercharge our portfolio of fan wear.

"We know fans want to express their passion for our sport both at and away from track, and PUMA's innovative approach to design and culture will offer exciting collections and experiences worldwide," Brown explained.

Puma Chief Executive Arthur Höeld also commented on the deal saying: "At PUMA, we are very proud of our long and successful history in motorsports and having worked with some of the greatest drivers and teams in the industry over the past decades.

"It is a great honour to write the next chapter by welcoming McLaren Racing, the 2025 Constructors' and Drivers' Champions, as our new partners.

"We are looking forward to many successful races together and engaging with the team's passionate fans around the world to create inspiring collections for them that show the best both brands have to offer," Höeld added.

McLaren previously had a deal with Castore, with some media reports suggesting that was worth 30 million pounds ($40.41 million) a year.

Puma also equip Ferrari and Aston Martin. Williams have meanwhile switched to U.S. lifestyle brand New Era.