Einhell and Mercedes-AMG PETRONAS F1 Team extend partnership on a long-term basis
Einhell and the Mercedes-AMG PETRONAS F1 Team have agreed to extend their partnership ahead of schedule and on a long-term basis. As the team's "Official Tool Expert", Einhell equips the mechanics with its state-of-the-art battery-powered tools. What defines this collaboration is a shared ambition: both brands stand for the highest quality, maximum performance and technological innovation.
Einhell's Power X-Change tools are in daily use in the team's workshop. Cordless operation delivers the flexibility the pit lane demands. The Professional Range in particular stands out for its performance and staying power. The insights gained from this high-stakes environment feed directly into Einhell's product development – the technical exchange between the two organisations has evolved into a pillar of the collaboration in its own right. Einhell's cordless tools provide freedom of movement in the pit garage, while the partnership is also given a visible presence through branding on the race cars and drivers' and team kit.
More than sponsorship
"This extension is the natural continuation of a collaboration that went beyond communications from day one," says Andreas Kroiss, CEO of Einhell Germany AG. "Our tools have to prove themselves under the most demanding conditions in the world – and the insights we take from that experience into our product development are genuinely valuable. I'm tremendously excited about the next chapter of this partnership."
Toto Wolff, Team Principal and CEO of the Mercedes-AMG PETRONAS F1 Team, adds: “Einhell brings the level of quality and reliability that we require to handle the demands of racing at the top level of motorsport. We both share a relentless focus on performance, and look forward to continuing to push forward together in the years ahead.”
Richard Sanders, Chief Commercial Officer, Mercedes-AMG PETRONAS F1 Team, also commented: “Renewing with Einhell reflects both the strength of what we’ve built together and our shared ambition for the future. They are an important partner to the team, and we’re excited to continue evolving the relationship in the years ahead.”
Global platform, international reach
Einhell approaches its partnership with the Mercedes-AMG PETRONAS F1 Team not as a conventional sponsorship deal, but as a genuine strategic cornerstone of its global brand development. As true equals, both companies embody technological excellence and brand strength – actively driving Einhell's international growth. Alongside high-reach TV campaigns featuring Team driver George Russell and a consistently strong digital presence across more than 100 countries, Einhell is now bringing this considerable campaign momentum all the way to the point of sale through a massive retail push: large-format placements and bold brand activations carry the energy of Formula 1 directly to the shelf, turning global brand awareness into tangible sales.
Über die Einhell Germany AG
Einhell ist die Lifestyle Akku-Power Plattform in der DIY- und Profi-Welt. Einhell steht für maximale Akku-Kompetenz rund um Haushalt, Garten und Freizeit. Mit einem Akku für mehr als 350 Geräte sorgt Power X-Change dabei für kabellose Freiheit und volle Flexibilität. Als international erfolgreiches Unternehmen mit Sitz in Landau/Isar (Bayern) setzt Einhell Maßstäbe in puncto Leistungsstärke, Ausdauer, Qualität und Sicherheit für alle Projekte in Haushalt, Garten und Freizeit. Das stetig wachsende Ökosystem sowie leistungsstarke Produkte und visionäre Ideen machen Einhell zum Vorreiter im Bereich der Akku-Technologie für alle DIY-Enthusiasten und Profis.