Scuderia AlphaTauri, the Italian Formula 1 (F1) motor racing team, has appointed Lars Stegelmann to lead its commercial operations.

Under the newly created position of head of commercial, he will be responsible for the team’s global partnership acquisition.

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Stegelmann has held various positions in motorsport and the wider sports business industry. Most recently, he served as commercial director of Germany-based touring car series Deutsche Tourenwagen Masters (DTM).

Before that, he was chief commercial officer of digital media and technology company Motorsport Network and also had a stint as global head of commercial of Formula E, the all-electric motor racing series.

Stegelmann has more than 15 years of experience in sales, marketing, and communications. He has led various commercial teams in his career, including soccer’s 2010 FIFA World Cup in South Africa for Match Hospitality and European soccer’s governing body UEFA.

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He also collaborated with many companies during a six-year spell at Nielsen Sports, Media, and Entertainment.

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Before that, he worked for the international consulting firms Roland Berger and PricewaterhouseCoopers for more than seven years.

Franz Tost, Scuderia AlphaTauri team principal, said: “Interest in Formula 1 has developed extremely well. With the support of Lars, we also want to develop our commercial activities. He has an exciting mix of strategic know-how, international sales experience, and a great understanding of the advertising industry.”

Stegelmann added: “Formula 1 is booming and is offering companies excellent activation and communication opportunities, premium hospitality, and awareness on a global scale like no other sport series.

“The various stakeholders, especially the advertisers, and agencies, have been my clients for many years. The positioning of Scuderia AlphaTauri fits perfectly into the current times and offers a first-class platform for companies that want to appear modern, young and dynamic, digital, design, and technology-oriented. I look forward to making my contribution to further global development.”