F1 Merchandise Sale: When F1 Gear Actually Goes on Sale (2026)
F1 merchandise doesn't discount on a fixed monthly schedule the way a lot of retail does — it moves in two predictable waves, plus a slower drip of team-specific clearances whenever a kit deal changes. Knowing which wave is coming next is the difference between paying full price and catching a genuine markdown.
Fans searching for an "F1 merchandise sale" are usually hoping for one of two things: a site-wide discount event, or a reason a specific team's gear just got cheaper. Both exist, and they follow different logic — one is a calendar event, the other is driven by the sport's own supplier contracts.
F1 Merchandise Sales by the Numbers
- 70%: the maximum discount the official F1 Store offered during its November 2025 Black Friday sale, unlocked with a limited-time code (F1BLK), running through December 2, per GPFans.
- 60%: the discount level Formula1.com itself flagged as arriving specifically on Black Friday (November 28), with the first wave of deals starting around November 24.
- 3 of 11 grid teams switched apparel suppliers for the 2026 season alone (McLaren to Puma, Mercedes to adidas, Williams to New Era, per our own team merchandise guides) — each switch triggers a fresh round of clearance pricing on the outgoing supplier's stock.
Where F1 Fans Actually Find Deals
| Source | What's typically discounted | Best time to check |
|---|---|---|
| Official F1 Store (f1store.formula1.com) | Team kit, driver caps, race-weekend capsules | Black Friday (up to 70% via seasonal codes), plus a standing clearance page year-round |
| Fanatics.com | Officially licensed apparel and collectibles | Dedicated sale section year-round, deeper cuts right after the season ends |
| Team stores (mclaren.com, redbullracing.com, etc.) | Own-brand team kit from the outgoing supplier | Right after a new kit-supplier deal is announced — old stock clears fast |
| Amazon | F1-licensed merch, sim-racing gear, fan accessories | Worth checking year-round; pricing moves independently of the official sales calendar |
Why Team Kit Goes on Clearance Mid-Season
The bigger, less obvious source of F1 discounts isn't a sale event at all — it's a kit-supplier switch. When a team signs a new apparel partner, the old partner's branded stock instantly becomes last-generation gear, and retailers mark it down to move it before the new range lands. This is exactly what happened when McLaren moved from Castore to Puma for 2026 (see our McLaren F1 merchandise guide) — leftover Castore-branded papaya kit dropped in price as soon as the Puma switch was confirmed. The same pattern played out at Mercedes, which dropped Puma and Tommy Hilfiger for adidas, and at Williams, which moved from Puma to New Era. If a specific team's gear you've been watching suddenly got cheaper, checking whether that team just changed kit suppliers is usually the fastest explanation.
Frequently Asked Questions
When is the best time to buy F1 merchandise?
Black Friday delivers the deepest across-the-board discount, with the official F1 Store cutting up to 70% off via limited-time codes in 2025. For a specific team, the best window is right after that team announces a new kit supplier, since the outgoing supplier's stock gets marked down to clear ahead of the new range.
Are F1 items sold on Amazon officially licensed?
It's a mix. Amazon carries plenty of genuinely licensed F1 merchandise alongside unofficial fan-made items, so check the listing for official team or F1 branding before buying. The official F1 Store and Fanatics are the safest bet when licensing matters most, such as for a driver-numbered jersey.
Does the F1 Store ship internationally?
The F1 Store ships to numerous countries, but exact availability, pricing and shipping costs vary by region and change over time, so check the store's shipping details at checkout for your specific country rather than assuming a flat rate.
Why did my favorite team's merchandise suddenly get cheaper?
It usually means the team switched apparel suppliers. When McLaren moved from Castore to Puma for 2026, leftover Castore-branded gear from the old partnership got discounted to clear stock ahead of the new range — the same pattern played out at Mercedes (to adidas) and Williams (to New Era).
The Bottom Line
For the biggest one-time discount, wait for Black Friday — up to 70% off is a real number, not marketing hype. For an everyday deal on a specific team, watch for kit-supplier news, since that's what actually triggers clearance pricing outside the holiday calendar. Once you've found a deal, browse our category guides to the best F1 hats, best F1 jerseys and best F1 model cars to know exactly what's worth grabbing, or check the McLaren, Mercedes and Williams team guides for the specific supplier switches driving 2026's clearance stock.