Alpine F1, of motor racing’s iconic Formula 1 (F1) series, have announced a multi-year partnership extension with Mexican confectionary firm Canel’s.
Under the renewal, Canel’s will continue to be designated Alpine’s confectionery partner.
Go deeper with GlobalData
Canel’s said: “Our family business has a long history of involvement in sports and we understood the potential of a Formula 1 partnership as soon as grand prix racing returned to Mexico City in 2015. Our association with BWT Alpine F1 Team began the following year and has continued to bring to our company significant brand equity.”
The agreement follows Alpine F1’s announcement last month of a multi-year partnership with Ecowatt, an investment company developing renewable energy assets and funding social impact projects.
Meanwhile, Scuderia Ferrari have signed a multi-year partnership with gaming technology company Virtual Gaming Worlds (VGW).
See Also:
The agreement began with the first race of the new season in Bahrain yesterday (March 5), with VGW a premium partner of the team.
How well do you really know your competitors?
Access the most comprehensive Company Profiles on the market, powered by GlobalData. Save hours of research. Gain competitive edge.
Thank you!
Your download email will arrive shortly
Not ready to buy yet? Download a free sample
We are confident about the unique quality of our Company Profiles. However, we want you to make the most beneficial decision for your business, so we offer a free sample that you can download by submitting the below form
By GlobalDataFerrari chief racing revenue officer Lorenzo Giorgetti said: “As leaders in the gaming technology sector, they share our passion for innovation and thinking outside the box. We look forward to working with them in offering new assets and experiences to our loyal and passionate Tifosi.”
The agreement follows a number of other recent Ferrari deals, including with investment firm ZCG, business aviation firm VistaJet, Danish audio technology company Bang & Olufsen, and Italian hydrosoluble polymer manufacturer Ecopol.
Elsewhere, Alfa Romeo F1 have announced a trio of partnerships, with medtech company Diagnostix, paint brand R-M, and automotive supplier Marelli.
The Diagnostix partnership will involve the medtech company working on biometric performance with Alfa Romeo F1.
The company's logo will also feature on the helmets and overalls of their drivers Valtteri Bottas and Zhou Guanyu, as well as on the team’s 2023 car.
Alessandro Alunni Bravi, team representative of Alfa Romeo F1, said: “Wearable devices and advanced diagnostics tools have undergone huge development over the last few years, and Diagnostix is at the forefront of this revolution. Their innovative approach continues to push the boundaries of this field, and we’re proud to be part of the journey to provide fundamental insight into the performance and health of our drivers.”
Giuliano Senese, chief executive of Diagnostix, added: “We are thrilled to launch our biometric performance analytics technology and look forward to seeing how motorsports and our medical solutions can interact together to bring innovation in our respective fields.”
The R-M partnership will see the refinish paint brand of BASF Group become the exclusive technical paint supplier of the team.
Alfa Romeo’s F1 car will be painted using R-M’s Agilis line of paints, with the company's logo featuring on the floor line of the team’s car.
Of that deal, Bravi said: “Their top-quality products, which will be employed on our 2023 cars, have set a new standard in paint weight reduction, and will be instrumental for us to gain further speed on track.”
Chris Titmarsh, senior vice president for automotive refinish coatings solutions in Europe, the Middle East, and Africa at R-M, added: “Our waterborne paint line Agilis is the most advanced lightweight paint technology: it ensures faster process times, and less overall consumption of paint materials, being at the same time able to protect the environment by reducing CO2 emissions and saving energy.”
Finally, Alfa Romeo will extend its technology partnership with automotive supplier Marelli for the 2023 season, having begun the partnership in 2019.
The partnership will involve the Alfa Romeo F1 cars continuing to be equipped with Marelli products and having the Marelli logo on top of the chassis.
