Mercury Marine Announces New 5-Year Exclusive Supply Agreement with Axopar Boats
Rhea-AI Summary
Mercury Marine (NYSE: BC) announced a new five-year exclusive supply agreement with Axopar Boats, renewing a collaboration that has lasted over a decade.
The deal guarantees Mercury outboards as the exclusive power choice for Axopar’s expanding fleet and supports product launches, including the Axopar 38 showcased with twin Mercury 350hp V10 outboards at the Dusseldorf Boat Show. The companies highlighted continued focus on performance, sustainability initiatives, and customer experience.
Positive
- 5-year exclusive supply agreement signed
- Exclusive power choice for Axopar fleet secured
- Axopar 38 to debut with twin Mercury 350hp V10 outboards
- Partnership extended after 10+ years collaboration
Negative
- Exclusive deal increases Axopar single-supplier dependency
News Market Reaction
On the day this news was published, BC gained 2.09%, reflecting a moderate positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
BC was up 4.33% while key recreational peers were mixed: DOOO -0.17%, PII +0.20%, HOG -0.93%, THO -3.38%, LCII +0.46%, suggesting a stock‑specific move tied to company news rather than a broad sector rotation.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Dec 02 | Supply agreement renewal | Positive | +2.1% | New five-year exclusive supply deal with Axopar Boats for Mercury outboards. |
| Dec 02 | Supply agreement renewal | Positive | +2.1% | Renewed five-year exclusive supply agreement between Mercury Marine and Saxdor Yachts. |
| Nov 26 | Debt tender pricing | Neutral | -1.1% | Pricing of cash tender offer for up to $100M of 5.100% Senior Notes due 2052. |
| Nov 26 | Debt tender increase | Neutral | -1.1% | Increase of Tender Cap to $100M and early results for 2052 notes tender. |
| Nov 19 | Corporate recognition | Positive | -1.3% | Inclusion on Forbes 2026 America’s Best Companies list with broad performance metrics. |
Recent positive partnership and recognition headlines often saw modestly positive or mixed price reactions, while debt tender actions coincided with small declines.
Over the last few weeks, Brunswick (BC) reported several notable developments. On Nov 19, 2025, it was named to the Forbes 2026 America’s Best Companies list, yet shares fell 1.33%. In late November, the company launched and later upsized a cash tender offer for its 5.100% Senior Notes due 2052, with price moves of about -1.1%. On Dec 2, 2025, Mercury Marine announced renewed five-year exclusive supply agreements with both Axopar Boats and Saxdor Yachts, and the stock reacted positively by 2.09% around those partnership headlines.
Market Pulse Summary
This announcement extends Mercury Marine’s exclusive relationship with Axopar Boats through a new five-year supply agreement, keeping Mercury outboards as the sole power option on Axopar’s expanding fleet, including the Axopar 38 with twin 350 hp V10 engines. In recent months, Brunswick balanced strategic moves such as debt tender offers with brand recognition and other exclusive partnerships. Investors may watch future contract wins, unit demand, and leverage actions to assess how these relationships support longer‑term performance.
Key Terms
outboard engines technical
AI-generated analysis. Not financial advice.
FOND DU LAC, Wisc., Dec. 02, 2025 (GLOBE NEWSWIRE) -- Mercury Marine, a global leader in marine propulsion systems and a division of Brunswick Corporation (NYSE: BC), has agreed to a new five-year exclusive supply agreement with Axopar Boats, the award-winning innovative Finnish boat manufacturer. This agreement not only extends a highly successful collaboration that has flourished for more than a decade but also reaffirms both companies’ unwavering commitment to redefining the boating experience for enthusiasts worldwide.
“Our partnership with Axopar is built on mutual respect and a shared dedication to innovation,” said John Buelow, Mercury Marine president. “We are proud to extend our supply agreement and look forward to fueling Axopar’s growth in the years ahead. The synergy between Mercury’s high-performance outboard engines and Axopar’s award-winning boat designs has set new standards in the marine industry, offering customers reliability, efficiency, and enjoyment on the water.”
Mercury Marine engines have consistently powered Axopar vessels at all major boat shows around the world. From Europe to North America, the combined presence of Mercury and Axopar has shown the very best in marine engineering and design, drawing enthusiasts and industry professionals alike to experience their latest innovations.
This renewed five-year agreement guarantees that Mercury outboards will remain the exclusive power choice for Axopar’s expanding fleet, further fueling the brands’ shared commitment to delivering unmatched performance, advancing sustainability initiatives, and exceeding customer expectations at every turn.
Axopar is set to unveil its highly anticipated Axopar 38 at the Dusseldorf Boat Show, powered by twin Mercury 350hp V10 outboards showcasing the next evolution in power, design, and innovation for discerning boaters worldwide.
About Mercury Marine
Headquartered in Fond du Lac, Wisconsin, Mercury Marine® is the world’s leading manufacturer of recreational marine propulsion engines. A division of Brunswick Corporation (NYSE: BC), Mercury provides engines, boats, services and parts for recreational, commercial and government marine applications. Mercury empowers boaters with products that are easy to use, extremely reliable and backed by the most dedicated customer support in the world. The company’s industry-leading brand portfolio includes Mercury outboard engines, Mercury MerCruiser® sterndrive and inboard packages, Mercury propellers, Mercury inflatable boats, Mercury SmartCraft® electronics, Land 'N' Sea marine parts distribution and Mercury and Quicksilver® parts and oils. More information is available at MercuryMarine.com.
Lee Gordon — Chief Communications Officer M: (904) 860-8848 | O: (847) 735-4003
FAQ
What did Mercury Marine announce on December 2, 2025 regarding Axopar (BC)?
How long is the Mercury-Axopar exclusive supply agreement for (BC)?
Will Mercury engines remain exclusive on Axopar boats under the BC deal?
Which engine powers the new Axopar 38 announced in the Mercury-Axopar agreement?
What investor-relevant impacts does the Mercury-Axopar deal (BC) imply?
