The Alpine Formula 1 (F1) motor racing team has expanded a strategic partnership with web services and digital media giant Yahoo until 2025.
Through the three-year deal, which was announced on Friday (July 8), Yahoo becomes a technical partner of the team, with its logo to appear on the outfit’s current 2022 F1 cars.
The original deal between the two parties, struck in 2019, saw Yahoo become a lower-key partner.
The expansion of that agreement sees team given “access to Yahoo’s industry-leading ad technology stack.”
Alpine will also receive access to Yahoo’s sports, news and finance brands, as well as to the Yahoo XR Studios, where the companies will collaborate to “build 3D, immersive and interactive experiences together …”
This technology includes motion capture, volumetric capture, and XR Stage virtual production.
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Otmar Szafnauer, team principal at Alpine F1, said: “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.”
Elizabeth Herbst-Brady, the global head of revenue and client solutions at Yahoo, added: “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 F1 and help the Renault Group reach their audiences in creative ways through our global content and technology platforms.”
Alpine, currently fifth in the 10-team F1 Constructors Championship, brought in international water treatment supplier BWT as their title sponsor in February.
The team is now known commercially as BWT Alpine F1, and its cars incorporate BWT’s pink shades into the Alpine blue livery.
Alpine’s sponsorship portfolio also includes RCI Bank, Castrol, and Mapfre in its upper tier. Last week, brokerage firm FVP Trade was added as a team sponsor.
In addition, the team has entered into a partnership with the organizers of the French Grand Prix, with its name to be put to one of the viewing stands at the Le Castellet circuit where the race will be held on July 24 this year.