Alfa Romeo motors on with Sauber as Aston Martin land TikTok deal
Alfa Romeo, the Italian car company, and Sauber, the Swiss Formula 1 team, have extended their Formula 1 partnership.
The multi-year deal extension will see Alfa Romeo remain in Formula 1 beyond the 2021 season.
The operation has competed as Alfa Romeo since 2018 when the prominent marque returned to the sport for the first time since 1987.
Sauber was rebranded as Alfa Romeo before the 2019 season.
The new agreement will venture off the race track, and see Sauber Motorsport and Sauber Technology partner with the road car element of the Alfa Romeo business.
The team said they have set “ambitious objectives” for yearly development, given the new regulations being introduced for the 2022 Formula 1 season.
Frederic Vasseur, team principal of Alfa Romeo team said: “We’re delighted to be announcing the extension of this partnership. Alfa Romeo have been an incredible companion over the last few years, and we are even more excited about the chapters that are yet to come.”
Meanwhile, the Aston Martin Cognizant Formula 1 team has partnered with China-based video-sharing platform TikTok.
Under the agreement, announced today, TikTok will become the official creator partner of the team.
The pair will collaborate to create exclusive social content on the team’s new TikTok account.
As part of the partnership, the TikTok logo will be featured on the team’s AMR21 car, on the drivers headrest and inner halo, starting with this weekend’s British Grand Prix.
TikTok will also launch a series of global hashtag challenges such as #CatchChallenge, which will test the reactions of users against Formula 1 drivers, #DayInTheLifeOf, which will share behind the scenes content of the team, and #DidYouKnow, which will educate the TikTok community about the sport.
Rob Bloom, chief marketing officer for the team, said: “We’re absolutely delighted to be partnering with TikTok- a world-class content platform where we can further disrupt and innovate socially.”
Harley Johnson, sports marketing lead for TikTok EMEA, added: “We’re excited by the way AMCF1 has already developed its social channels, placing the fan at the centre of the experience, and we think the growth of its new TikTok channel will see further new opportunities as it deepens its relationship with not only TikTok, but talented and inspired creators; helping to drive new perceptions of the sport amongst both current and future audiences.”
Meanwhile, the McLaren team has signed a multi-year partnership with tools and security company Stanley Black & Decker.
The company will serve as the official tools and storage partner to the UK-based outfit.
Under the agreement, the company will provide the team with a range of tools, and have its Dewalt brand feature on the rear wing endplates of the McLaren MCL35M race cars and on the racesuits of McLaren drivers Lando Norris and Daniel Ricciardo.
The deal also includes engagement events and experiences.