The Formula 1 team, BWT Alpine F1 Team has developed a multi-year sponsorship arrangement with a video gaming brand created and owned by Microsoft, Xbox.
Following this deal, the brand has become the team’s official console partner. Along with this, PC Game Pass, which is a subscription service offered by Microsoft as part of the Xbox network, has been named the official partner of the team.
We’re proud to announce @Xbox will be joining @AlpineF1Team as Official Console Partner 💚#Alpine
— BWT Alpine F1 Team (@AlpineF1Team) September 18, 2023
BWT Alpine F1 Team joins a long list of reputable teams with whom Xbox has collaborated, which includes the Football Association (FA) and French Football Federation (FFF), as well as the Women’s National Basketball Association‘s (WNBA) New York Liberty and Atlanta Dream.
As part of the deal, the Xbox branding will appear on both Alpine A523 cars and the Paddock sections during major races each season, with the first race taking place this weekend at the Formula 1 Lenovo Japanese Grand Prix. In addition to this, Xbox will also build tremendously exciting and unique activations that transcend norms, with the help of the creative brains of the BWT Alpine F1 Team.
Jerret West, CVP Gaming Marketing, Xbox, said, “Today’s announcement with Alpine continues our push to reach more fans around the world through their love of sports. Motorsports is one of the most exciting sports categories in the world, with a diverse fanbase that comes together to embrace the thrill of competitive racing. Xbox and Alpine share common values when it comes to diversity, equity and inclusion, and we look forward to bringing the joy and community of gaming and racing to more people around the world through this exciting partnership.”
David Gendry, VP, Alpine Sponsoring, Partnerships and Communications, commented, “We are extremely pleased to be partnering with Xbox, a household name and strong leader in the gaming industry. Over the past years, we teamed up successfully on a few projects that reached successfully to our fans worldwide. We are now proud to consolidate this experience into a longer-term partnership, built on the foundation of our shared values with both Microsoft and Xbox.”
Recently, the F1 team also roped in the Qatari premium airline service company, Qatar Airways as the official airline partner.