Aston Martin announce new partner

Aston Martin have had an exceptional start to the 2023 Formula 1 season, following Fernando Alonso joining the team.

Aston Martin have announced that stichd will become their official merchandise partner for the 2024 F1 season.

Jefferson Slack, Aston Martin’s managing director of commercial and marketing, gave his verdict on the deal.

“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,” he said.

“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.”

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stichd is a company that expertly creates and designs fashion essentials and fanwear for large brands.

They are a member of PUMA group with their HQ situated in the Netherlands.

With a global presence in Europe, the UK, Mexico, China, and Southeast Asia, the company work with big brands such as Tommy Hilfiger, Levi, Manchester City FC and many more. It is a special announcement for Aston Martin.

stichd will take control of all Aston Martin’s fan retail stores throughout the F1 campaign. Intriguingly, the company already have involvement with other major F1 teams, holding partnerships with Mercedes, Ferrari, and Red Bull.

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The CEO of stichd, Nina Nix, expressed her elation over the deal:

“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 continue to progress

Aston Martin continue to grow as a force to be reckoned with, having emerged as shock title contenders.

READ: Lewis Hamilton and George Russell thank Mick Schumcher

Two-time world champion Fernando Alonso has arguably been the most impressive addition to the new look team.

His expertise and experience has led the side to third place in the constructor’s championship with 134 points – 18 points off rivals Mercedes.

Alonso has rolled back the years so far this season claiming five podium finishes from a possible seven. The run of form has sparked debate over whether the veteran has enough in the tank to win a third world championship.