Henri Lloyd are going to be busy this year. It’s one thing to make a couple of jackets for Ben Ainslie and his TEAMORIGIN crewmates, it’s quite another to try and make enough baseball caps for all Michael Schumacher’s fans.
In 2009, the Manchester based clothing company did a deal to be one of the only sponsors on the Brawn GP car that Jenson Button used to win the F1 championship.
The deal was probably one of the most lucrative of 2009 anywhere in sport. Not only did the brand get to position itself to a completely new global audience, but sales of t-shirts, jackets and caps would have dwarfed any merchandising revenues the company had ever received from sailing.
In 2010, Brawn GP has become MERCEDES GP PETRONAS and Henri Lloyd are still on board. Graham Allen, Henri Lloyd Commercial Director states:
“We are delighted to be partnering with MERCEDES GP PETRONAS for the 2010 Formula One season and have been working closely to ensure we provide clothing at the highest levels of fabric technology that provide the ultimate comfort and durability needed in all conditions. These same principles are also being carried through to a new Merchandise Collection. We are very much looking forward to an exciting season and to support MERCEDES GP PETRONAS all we can!”
Hopefully the relationship can bring some benefits back to sailing. It would be great to see Mercedes involved at a top level in yacht racing.