Alpine F1 team pen console partnership with Xbox

Agreement also sees PC Game Pass become official partner.

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.

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