AlphaTauri F1 agree Bandai Namco deal for Las Vegas GP

Faenza-based team to carry Gundam brand on headrests in local partnership.

The AlphaTauri Formula One team have signed a one-race partnership with Japanese entertainment company Bandai Namco.


  • Gundam brand to be promoted at the Las Vegas Grand Prix
  • Local partnership will see branding visible on the cars’ headrests
  • Promotional video to be released with driver Yuki Tsunoda in a Gundam-inspired racing suit


Gundam will have two pop-up stores around the Las Vegas circuit, so this local partnership forms part of a wider promotional push by the Japanese entertainment company. With over 100,000 fans expected at the circuit per day, and millions around the world expected to watch one of the most highly anticipated races, this represents one of the best marketing opportunities on the Formula One calendar.


Fabian Wrabetz, director of marketing and communications for AlphaTauri, said: “Gundam is a globally recognised and beloved media franchise with passionate fans in every corner of the world. We immediately embraced the Gundam spirit and are delighted to welcome them as a partner of Scuderia AlphaTauri for the 2023 Las Vegas Grand Prix. This will be a collaboration to remember with multiple on and off-track activations that will push the limits of fan engagement in a fun and exciting way.”

Coming next:

The inaugural Las Vegas Grand Prix takes place on 18th November, with build-up including Netflix’s first live sports event – a golf tournament between Formula One drivers and professional golfers – and a lavish opening ceremony.

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