Puma lands McLaren Racing deal—but will it boost its struggling stock?
Puma has secured a major deal to become the official outfitter for McLaren Racing from 2026. The partnership marks a significant step for the sportswear brand in motorsport. However, financial analysts remain cautious about Puma’s short-term stock market performance.
The agreement with McLaren Racing will see Puma supplying team kits and merchandise starting in 2026. This follows McLaren’s ongoing engine partnership with Mercedes for the same season. While the deal strengthens Puma’s presence in Formula 1, its immediate impact on the company’s finances appears limited.
Analysts currently focus more on Puma’s inventory struggles than its long-term sponsorships. Goldman Sachs recently cut its price target for the stock from €29.00 to €26.50. Deutsche Bank maintains a 'Hold' rating, setting a target of €16.00—just above the stock’s 52-week low of €15.48.
The slow pace of inventory normalisation has weighed on investor confidence. Price targets for Puma now vary widely, ranging from €16.00 at the low end to €40.00 at the high end. This reflects uncertainty about the brand’s near-term recovery despite strategic wins like the McLaren partnership.
Puma’s deal with McLaren Racing highlights its ambition in high-profile sports sponsorships. Yet, the company’s stock market performance remains tied to operational challenges rather than long-term growth plans. Analysts will likely keep a close watch on inventory levels and sales trends in the coming months.
