Renault F1 teams up with Alibaba’s Tmall

Formula One outfit target increased brand awareness in China with new partnership.

Renault F1 teams up with Alibaba’s Tmall

The Renault Formula One team have announced a partnership with Alibaba-owned Tmall for the 2018 season.

The deal will see the Chinese-language website’s logo displayed prominently on the French outfit’s race car, with more details of the agreement expected to be announced ahead of the season-opening Australian Grand Prix in March.

The tie-up is part of Renault’s wider strategy to target the Chinese market, with a specific focus on improving brand awareness and opinion in the region. The financial terms of the deal have not yet been made public. 

“One of the key objectives of returning to Formula One was to leverage its global platform for Groupe Renault,” said Renault Sport Racing’s managing director Cyril Abiteboul. “China has been identified as a market of strategic importance and partnering with high-profile companies like Alibaba’s Tmall will provide opportunities to significantly improve Renault brand awareness and opinion in China, with a strong presence over the Chinese Grand Prix in April, but also throughout the year.”

Wei Yu, general manager of Tmall Auto, added: “We are excited to partner with the Renault Sport Formula One Team to make our activity around the Chinese Grand Prix a success and to be working closely together to bring one-of-a-kind experiences with the Renault Sport Formula One Team to our customers.”

The Australian Grand Prix takes place in Melbourne on 25th March, when Renault will be hoping to kick-start an improvement on last year’s finish of sixth in Formula One’s constructors’ championship.