F1’s AlphaTauri and DAZN strike original content partnership

Driver Yuki Tsunoda to become brand ambassador for sports streaming service in Japan.

F1’s AlphaTauri and DAZN strike original content partnership


  • DAZN and AlphaTauri to offer exclusive annual pass and gift packs for Japanese users
  • Austrian outfit aiming to deepen its connection with fanbase in Japan

Scuderia AlphaTauri have announced a partnership with DAZN that will see the sports streaming service create original content starring Yuki Tsunoda during the 2021 Formula One season.

Tsunoda, who is the motorsport series’ first Japanese driver in seven years, will also become a brand ambassador for DAZN in Japan and wear the company’s logo on his cap.

AlphaTauri and Tsunoda will work with DAZN to create original content for the platform during the season, including exclusive team news, insights and analysis, which will add to the streaming service’s live Formula One coverage in Japan.

In addition, DAZN and AlphaTauri will offer Japanese fans an exclusive annual pass and gift packs, which will include the chance to enter competitions and meet Tsunoda and teammate Pierre Gasly virtually or in person.

"We understand how passionate Japanese fans are about Formula One and we’re excited to be able to provide exciting and exclusive content to DAZN’s subscribers," said AlphaTauri team principal Franz Tost.

"This year – especially with Yuki Tsunoda driving for us – we want to interact more with our growing Japanese fanbase, and this partnership allows us to immerse our fans fully into the team, through engaging behind-the-scenes content across an F1 weekend.”

The 2021 Formula One season begins on 26th March at Bahrain International Circuit.