Seven-times world champion Michael Schumacher, who is on the verge of making his Formula One comeback after three years, has signed deals with two new personal sponsors ahead of the 2010 season, while Fernando Alonso has also agreed a new deal

Jet Set and Navyboot, two fashion labels owned by the Gaydoul Group, will appear on Schmacher's race overalls during his comeback season with Mercedes Benz. The deals, when combined, are thought to have a seven-figure value, according to the German press.  Philippe Gaydoul, chairman of the Gaydoul Group, said: "Michael has a sense of style, a winning modesty and as a brand ambassador he has a great radiance."

The deals are also significant in that they appear to confirm that Schumacher will be allowed to acquire personal sponsors by Mercedes. Some Formula One teams, McLaren, with whom Mercedes have had a long-term partnership, in particular, do not allow drivers to have personal endorsement deals.

Meanwhile Fernando Alonso, according to reports in the Spanish press, has renewed his partnership with kitchen supplier Silestone. Alonso, the double world champion currently preparing for his first season with Ferrari, is expected to be paid a six-figure sum to endorse the Spanish brand, which operates internationally.