F1’s Alfa Romeo seal Built for Athletes partnership

Racing team secure one-year tie-up with gym backpack specialists.

F1’s Alfa Romeo seal Built for Athletes partnership

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Formula One racing team Alfa Romeo have named Built for Athletes as their official backpack supplier for the 2020 season.

As part of the deal, Built for Athletes, which manufacturers specialist gym bags, will provide a team-branded Hero backpack to Alfa drivers Kimi Raikkonen and Antonio Giovinazzi, as well as the team’s staff.

“We are delighted to welcome Built for Athletes to our family and we can’t wait to go racing together," said Frédéric Vasseur, Alfa Romeo’s team principal.

“Our sport takes us all around the world, often in tough environmental conditions: we need a backpack that is reliable, strong while also stylish and the Hero backpack fits the bill perfectly.”

Nick Costello, chief executive at Built for Athletes, added: “Our functional, hard-wearing and stylish 45L Hero backpack is trusted by a host of fitness industry experts and elite athletes and we’re excited to add the Alfa Romeo Racing mechanics, engineers, management team and of course drivers Kimi and Antonio to that list.”

Staying with Formula One, the recently rebranded AlphaTauri team have extended their partnership with Moose, the Thai-based premium apple craft cider and hot dog brand, to cover the 2020 campaign.

The two first teamed up in a deal that run for the course of 2019, back when the team was known as Toro Rosso.

“We made good gains in the cider market in Thailand last year and this partnership will continue to support our growth to ensure Moose Craft Cider is a leader in its field across Asia and also the establishment of the Moose Hot Dog business,” said Khun Varit Yoovidh, assistant managing director of Moose’s parent company Siam Winery.