BWT Alpine F1 Team extends alliance with Yahoo

This association will have Yahoo’s branding featured on the BWT Alpine F1 Team A522 cars, expanding the company's global reach.

BWT Alpine F1 Team has extended its strategic partnership with Yahoo, in which the American web services provider will remain a significant technical partner.

This association will have Yahoo’s branding featured on the BWT Alpine F1 Team A522 cars, expanding the company’s global reach.

Yahoo, which is a worldwide internet and information company with nearly 900 million global users, has been a valued partner since 2019. As Yahoo constructs its vision of the future of news, sports, entertainment, lifestyle, finance, media, and communications tools, the F1 team will utilise this massive platform.

As part of the alliance, both the BWT Alpine F1 Team and the Renault Group will have the permit to Yahoo’s industry-leading ad technology stack. This move will further allow the companies to reach millions of people all over the world across its marketing and content distribution platforms, Yahoo’s own news, sport, and finance brands, as well as access to Yahoo’s XR Studios, where the companies will be able to build 3D, immersive, and interactive content experiences together through mashups.

Otmar Szafnauer, Team Principal, BWT Alpine F1 Team, commented, “As a team we are always looking for synergies with brands as ambitious as our own. Yahoo clearly shares our passion for innovation and we are delighted to extend our relationship with such a premium company for three more years. Yahoo has proved itself to be an innovator and Formula 1 offers a significant opportunity to connect with new audiences and explore cutting edge developments in online media and communications. We are delighted to be able to partner with them to explore these new frontiers.”

Elizabeth Herbst-Brady, Global Head of Revenue and Client Solutions at Yahoo, said, “Our partnerships team in London, headed by Marko Johns, is building on their already successful relationship with Alpine and Renault through this extension of our deal together. We pride ourselves on being great partners at Yahoo and through global, mutually beneficial relationships like these we continue to bring the Yahoo brand to millions of new people who tune in to watch the fantastic racing in Formula 1 and help the Renault Group reach their audiences in creative ways through our global content and technology platforms.” 

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