The Alfa Romeo Formula One team have extended their metaverse partnership with Everdome and signed a deal with Hoko Agency as they look to expand into the Middle East.
- Everdome to create multiple metaverse experiences throughout the 2023 season
- Alfa Romeo car set to make its debut in the metaverse at this weekend's Saudi Arabian Grand Prix
- Deal with Hoko Agency has particular focus on expanding the team's commercial prospects in the Middle East
Context: Alfa Romeo first teamed up with Everdome at the start of last season, with the continuation of the partnership looking to build upon the digital home for their community and boost fan engagement. The deal with Hoko Agency will see the firm represent Alfa Romeo's commercial interests across the world, with a strong focus on the Middle East. With the agency set to open a new office in Saudi Arabia, the Swiss team will hope this can lead to opportunities down the line with the Gulf state.
Comment: Alessandro Alunni Bravi, team representative of Alfa Romeo, said: “We are delighted to continue our exciting collaboration with Everdome: the interest around the metaverse is quickly rising, and their hyper-realistic approach in creating their metaverse platform fits closely with our ambitions to offer our fans new, immersive, and high-quality experiences, getting them closer to our team.”
Coming next: Alfa Romeo return to action at this weekend's Saudi Arabian Grand Prix on 19th March.