The Mercedes-AMG PETRONAS F1 Team and Einhell Germany AG have agreed to extend their partnership ahead of schedule and on a long-term basis, the team announced, deepening a collaboration that sees the German tool manufacturer serve as the squad’s Official Tool Expert.
Under the renewed deal, Einhell will continue to equip Mercedes F1 mechanics with its battery-powered tools, including its Power X-Change platform and Professional Range products, which are used daily in the team’s workshop and pit garage. The partnership also maintains Einhell branding on the race cars and on drivers’ and team kit, with the company leveraging the platform across more than 100 countries through TV campaigns featuring driver George Russell and large-format retail activations.
Andreas Kroiss, CEO of Einhell Germany AG, framed the extension as a reflection of the partnership’s depth beyond traditional sponsorship. “This extension is the natural continuation of a collaboration that went beyond communications from day one,” Kroiss said. “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.”
Team Principal and CEO Toto Wolff emphasized the operational importance of the relationship. “Einhell brings the level of quality and reliability that we require to handle the demands of racing at the top level of motorsport,” Wolff said. “We both share a relentless focus on performance and look forward to continuing to push forward together in the years ahead.”
Both organizations highlighted the technical exchange between them as a central pillar of the collaboration. Insights gained from the high-pressure Formula 1 environment feed directly into Einhell’s product development cycle, while the cordless tool systems provide the flexibility and freedom of movement that pit lane operations demand.
Richard Sanders, Chief Commercial Officer of the Mercedes-AMG PETRONAS F1 Team, pointed to the partnership’s commercial trajectory. “Renewing with Einhell reflects both the strength of what we’ve built together and our shared ambition for the future,” Sanders said. “They are an important partner to the team, and we’re excited to continue evolving the relationship in the years ahead.”
Einhell has positioned the Mercedes F1 partnership as a strategic cornerstone of its global brand development rather than a conventional sponsorship arrangement, using the platform to drive international growth through digital presence, broadcast campaigns, and point-of-sale activations that translate Formula 1 visibility into retail performance.