Aston Martin announce new major sponsor for F1 2024 season

Jamie Woodhouse
Fernando Alonso drives the Aston Martin. Monaco. May 2023.

Fernando Alonso driving the Aston Martin AMR23. Monaco. May 2023.

Aston Martin has confirmed that stichd will become their official merchandise partner as of the F1 2024 campaign.

A part of the PUMA Group, stichd, who have fanwear production among their specialised areas, have struck a long-term agreement with the Aston Martin F1 team to produce and distribute the team’s fanwear merchandise as of the F1 2024 campaign.

Aston Martin’s fan retail stores around the Formula 1 calendar will also be operated by sitchd at every race weekend as of 2024.

In addition, sitchd has also secured global distribution rights for the Aston Martin F1 merchandise under the position as the team’s official E-commerce partner.

The Aston Martin link-up adds to an already heavy F1 association for the sitchd brand, who also hold partnerships with the series itself, plus the Mercedes, Ferrari and Red Bull teams. recommends

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Speaking about the partnership, Aston Martin’s managing director of commercial and marketing Jefferson Slack said: “We really feel the passion and intensity of our fans. This year, we’ve witnessed huge growth in our audience – particularly as the team’s on-track performances have improved.

“A lot of what we do as a team is directed towards surprising and delighting our fanbase. Partnering with stichd to make official fanwear available to everyone is a fantastic opportunity, and we look forward to working closely with them on next year’s first collection.”

Nina Nix, CEO of stichd, added: “We are beyond excited to join forces with AMF1 Team. As F1 and Aston Martin continue to grow their momentum, we are ready to translate this passion into fashion-forward apparel and accessories. And we really look forward to doing this with the AMF1 team.”

Aston Martin have indeed been the surprise package of F1 2023, the team making huge strides in their lofty long-term ambitions to contend for title glory.

Having finished P7 in the 2022 Constructors’ standings, Aston Martin came out of the blocks in F1 2023 as the second-fastest outfit, spearheaded by the signing of two-time World Champion Fernando Alonso, with the team now battling to maintain that status against Mercedes as the development war kicks into top gear.