The Sauber Formula One team have signed a two-year extension with Thai beer brand Singha.
Contract:
- Extension covers 2024 and 2025 seasons
- Activations with drivers set to continue in Thailand and around the world
Context:
Singha has sponsored the Hinwil-based outfit since 2019, when the team operated under the Alfa Romeo moniker. Before that, the Thai brand had partnered with Red Bull since the 2010 season. It has also collaborated with MotoGP, although this has been greatly reduced since Estrella Galicia 0,0 usurped its position as global beer partner.
The Sauber team currently competes with online casino Stake as its title sponsor. On the surface, the team appears to have struggled commercially this year, which may be linked to other brands not wanting to be associated with a betting brand. Plus, with Audi’s impending takeover in the background, it doesn’t make a lot of sense for a company to commit to a short-term deal.
The expectation is that Audi will look to implement a commercial refresh of the team, and Singha’s extension until 2025 is intentional in this context.
Comment:
Alessandro Alunni Bravi, team representative for Sauber, said: “Extending our partnership with Singha Corporation is a natural choice: it’s a move dictated not just by the excellent results it has produced in terms of investment, awareness and recognition, but most importantly by the strong, personal bonds that have been established by the individuals in both companies.
“This is a relationship based on loyalty, on friendship, on family: and we will honour it in the best possible way, both on and off the track. We are all looking forward to continuing our journey together.”
Coming next:
As the field edges closer and closer together, the races come thick and fast ahead of Formula One’s summer break. Next up is the Austrian Grand Prix at the Red Bull Ring this weekend, taking place from 28th to 30th June.
Go deeper:
- Alessandro Alunni Bravi on why replacing Alfa Romeo with Stake gives Sauber ‘a strong identity’
- Heineken, Peroni and Estrella Galicia: The rise of non-alcoholic beer sponsorships in F1
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