Red Bull Racing, of motor racing’s iconic Formula 1 (F1) series, has renewed its partnership with TAG Heuer, the Swiss luxury watch brand.
The extension comes ahead of this weekend’s Las Vegas Grand Prix. The last renewal between the two parties came in 2021, with that deal not due to expire until 2024.
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TAG Heuer first signed up with Red Bull in November 2015, and the extension means the company will continue to have its branding placed on the uniforms of the team’s two drivers, Max Verstappen and Sergio Perez, and on their respective race cars.
F1 world champion Verstappen is also a TAG Heuer brand ambassador.
Red Bull Racing and TAG Heuer said fans can look forward to “new experiences and activations that will immerse them in the world of Formula 1.”
In total, TAG Heuer’s association with Formula 1 stretches back over 50 years.
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By GlobalDataRed Bull is owned by the eponymous Austrian energy drinks brand and other major sponsors include title partner Oracle, Castore, Pirelli, Hard Rock, Claro, and Honda.
Christian Horner, team principal and chief executive of Oracle Red Bull Racing, said: "Our collaboration with TAG Heuer has been a source of inspiration and innovation in the paddock and I have no doubt that together we will continue to wow audiences around the globe with amazing joint activations and products.”
Frédéric Arnault, chief executive of TAG Heuer, added: "Over the last five decades we have been involved with 14 Drivers’ World Championship crowns and 11 Constructors’ World Championship titles, so we are honored to continue a partnership with Oracle Red Bull Racing.
“This extension, the longest we have ever done, celebrates the incredible journey we have been sharing together.”
Meanwhile Alpine, the F1 team owned by French carmaker Renault Group, has agreed a new partnership with MNTN, the marketing software company.
The firm will serve as the team’s official performance TV partner under a multi-year agreement
The partnership will begin at the Las Vegas Grand Prix and extend to key races throughout the 2024 season.
MNTN’s logo will be visible on the A523 and team environments at key races during the upcoming seasons.
All content for this partnership will be created by production company Maximum Effort, which is owned by Hollywood actor Ryan Reynolds, who was part of a US-based investor group that recently acquired a minority share in the F1 team.
Alpine recently appointed James Parkinson as its UK commercial director.
Parkinson officially began in the role in October, joining from English Premier League soccer club Brentford.
