Tag: Mercedes

Singapore – In a high-octane fusion of sport, travel and entertainment, Marriott Bonvoy has teamed up with the Mercedes-AMG PETRONAS Formula One Team to launch The Secret Concierge — a new global content series starring comedian and actor Jack Whitehall.

The episodic series follows Whitehall, in the role of an unconventional “Secret Concierge,” responsible for orchestrating unforgettable, bespoke experiences for F1 drivers, George Russell and rising star Kimi Antonelli. With the support of social creators @ItalianBach and @GeorgeClarkeey, each episode showcases curated itineraries that reflect the spirit of each host city and the signature hospitality of Marriott Bonvoy.

Set against the backdrop of the 2025 F1 calendar, the series kicks off in Barcelona, following a teaser filmed in Monaco, where George Russell is based. Upcoming episodes will spotlight Silverstone, Singapore and Las Vegas—inviting fans to go behind the scenes of the Formula One lifestyle and explore Marriott’s global destinations, through the lens of high-performance travel.

The concept was developed in close partnership with the Mercedes-AMG PETRONAS F1 Team and 160over90, creatively produced by OH SIX Agency, with all supporting campaign assets delivered through the partnership of 160over90 and OH SIX Agency. The content is designed with social-first storytelling in mind, reflecting how fans today, engage with sport, entertainment and travel.

Andrew Watson, vice-president of marketing for Marriott International, described the association with the team “as one of the “most successful” deals in a sports sponsorship portfolio.” Watson said the F1 team had helped the hotel group to improve its brand awareness and perception, with an emerging fanbase of keen travellers. 

He also added that being able to tell and amplify the travel story, through the lens of F1, where there are 24 global races, across five continents gives them new ways to connect with these sports fans and educate them on the value of Marriott Bonvoy.

Meanwile, Richard Sanders, chief commercial officer at Mercedes-AMG PETRONAS Formula One Team stated, “Our collaboration with Marriott Bonvoy has continued to elevate the fan experience and bring people closer to the action. We’re proud to extend this relationship and explore new ways to connect with fans around the world through innovative content and unforgettable experiences.”

Singapore – adidas has announced a multi-year partnership with the Mercedes-AMG PETRONAS F1 Team, which will see the global apparel brand create a complete range of apparel, footwear and accessories for the entire team F1 team and its fanbase.

Built on a shared commitment to performance and excellence, the partnership leverages adidas’ 75-years of experience working with athletes at the top of their game to support the Mercedes-AMG PETRONAS F1 Team in driving success.

The specially designed team kit will be built for the individual needs of each member’s role and made available to fans as well. The partnership will also include apparel, footwear and accessories created and designed specifically for supporters of the team and its drivers. Several limited-edition drops are also planned throughout the year.

Bjørn Gulden, CEO of adidas said, “We are very happy to be back in the world of motorsport. Interest in motorsport in general and Formula 1 in particular has been growing a lot. It is reaching new consumers and has a big influence on sport and street culture. We are extremely proud to introduce the Three Stripes into F1 as Official Team Partner of the Mercedes-AMG PETRONAS F1 Team – one of the most successful teams ever.”

He added, “Together, we share the passion for speed, innovation and performance. We will support the drivers and the team to push the limits on the track. Off the track we will bring a fresh perspective to the sport by introducing exciting lifestyle product and extending the reach to a new generation of fans. We look forward to supporting Mercedes-AMG PETRONAS F1 and to win together.”

Meanwhile, Toto Wolff, co-owner, CEO and team principal of the Mercedes-AMG PETRONAS F1 Team said, “Our partnership with adidas is a clear statement of intent as we begin to write our next chapter as a team. adidas is an iconic brand, one that shares our dedication not only to peak performance but to style and sophistication too. This announcement therefore represents a groundbreaking collaboration that will redefine what team and fanwear means in our sport. We are excited to break this new ground and work with adidas as we collectively strive to fight for world championships.”

Lastly, Richard Sanders, chief commercial officer of the Mercedes-AMG PETRONAS F1 Team, commented, “Performance is at the heart of everything we do. The core of our relationship with adidas is rooted in that belief. They are an iconic brand that has achieved record-breaking success in so many other sports. To bring them into F1 as part of our team is therefore not only a great honour, but also incredibly exciting. We look forward to working with them on reinventing what teamwear means to chase every millisecond of performance on and off the track.