Alpine
The Alpine Formula One team have agreed a console partnership with Microsoft-owned Xbox.
Confirmed:
- Xbox agrees deal as official console partner
- PC Game Pass also becomes official partner
- Branding to be visible at select races
Context:
This is Xbox’s first deal in the world of Formula One, but it follows similar agreements that the Microsoft-owned brand has signed with the English and French national soccer federations, as well as New York Liberty and Atlanta Dream in the Women’s National Basketball Association (WNBA).
Comment:
David Gendry, vice-president of sponsoring, partnerships and communications at Alpine, said: “We are extremely pleased to be partnering with Xbox, a household name and strong leader in the gaming industry. Over the past years, we teamed up successfully on a few projects that reached successfully to our fans worldwide. We are now proud to consolidate this experience into a longer-term partnership, built on the foundation of our shared values with both Microsoft and Xbox.”
Coming next:
The full list of races at which Xbox will be activating this partnership has not been revealed, but the deal gets underway at this weekend’s Japanese Grand Prix.