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What Alfa Romeo’s 32 new partners say about F1 – The Race

Amid Formula 1’s growing popularity, the Sauber-led Alfa Romeo team is a good case study for sponsor appeal, with a total of 32 new partners joining the team so far this season.

Twenty-six of them have “official partner” status, with the other six split between suppliers (ASSOS, Ferrari Trento and Protech) and technology partners (Rosler, EOS and SAP). Amid talk of F1 entering a new golden era in terms of interest and investment, Alfa Romeo has been busy.

You might be wondering why a team with so many sponsors is still operating under the cost cap — perhaps as much as $10 million given the recent increase to combat inflation and rising costs. But the amount of sponsors doesn’t necessarily correlate to overall revenue, partly because not all partnerships are cash deals, partly because the team has a few nonprofit partners in the charity partner Save the Children (a 2019 deal) and PATH, and in part because some partnerships are service-based.

Also, while there was a time in the builder era at the turn of the century when there was an unofficial agreement that no one would offer space on the car for less than $5 million, things are very different today.

But it is a sign of the level of interest in F1, as is the fact that guest passes and paddock club slots are currently in short supply. And Alfa Romeo’s portfolio of new partners includes the more traditional technology partners and companies such as Rebellion Timepieces, as well as the type of cryptocurrency and metaverse companies that have become popular in F1 and other championships/ sports recently.

Alfa Romeo’s new offers for 2022

Partner Sector
AMX Dairy products
Aximtrade Financial services
Camozzi Manufacturing
Paris DRF Bet
Everdome Metaverse
Floki Cryptocurrency
Hyland Cloud services
Moderate health and wellbeing
PATH Health care
Rebellion Watches Watches
Seagate Data storage
Sensetime AI software
Vault Financial services
Web Glasses Eyeglasses
WhistlePig Whiskey
Z Capital Group Capital risk
Cielo Ceramic
Ciesse Piumini Clothes
Curam Domi Residential care
Delsey Luggage
George Fischer Manufacturing
JigSpace AR software
Puma Sports clothing
REPX fintech
Sabalt Automotive Safety Equipment
ASSOS Sports clothing
Ferrari Thirty Sparkling wine
Protect Maintenance of the car
Technology Partners
AM solutions 3D printing
EOS Manufacturing Solutions
SAP Software

So why has Alfa Romeo been so prolific in acquiring sponsors? There are a number of factors at play, including the arrival of Zhou Guanyu – China’s first F1 driver – and the growing popularity of F1 around the world.

“It’s a combination,” said Alfa Romeo team principal Frederic Vasseur when asked about the reasons for the influx of new partners.

Motor Racing Formula One World Championship Hungarian Grand Prix Preparation Day Budapest, Hungary

“Of course, we have the Zhou effect and we were able to attract new sponsors because Zhou is there.

“But I would say there aren’t too many Chinese partners. We had more European companies wanting to develop something in China than Chinese companies wanting to join F1.

“We have signed our first Chinese sponsor [during the season] recently, which is a good step. But until you have the race in China, it’s difficult.

“The main effect is that F1 is going up everywhere, for everyone, so the impact is bigger. We have a decent number of new American sponsors.

The first new Chinese sponsor that Vasseur refers to is Sensetime, a Hong Kong-based AI software company. He joins the Chinese dairy company AMX, announced as a partner before the start of the season, in the team’s portfolio.

It is also important to note that F1 has brought in Beijing-based computer maker Lenovo as a sponsor for 2022. While Lenovo has previously sponsored F1 with Williams and McLaren, its return is mainly due to the arrival of Zhou. So while Zhou didn’t instantly bring countless Chinese companies to F1, his presence has an obvious impact, which will be reinforced by the race’s planned return to Shanghai next year.

Interestingly, Vasseur also pointed to the growing interest from American sponsors. In the past, US interest was more for B2B reasons, but the growth in popularity of F1 in the country which is attributed to the effect of the Netflix series Drive to Survive means that more companies from this part of the world are now interested. in the B2C possibilities of F1.

Motor Racing Formula 1 World Championship French Grand Prix Qualifying Day Paul Ricard, France

This is because, as Vasseur says, “we now have a new generation [of fans]much younger and that is a big help”.

It’s a good indicator of F1’s health and boom in popularity which is also reflected in dizzying viewing figures and attendance figures.

Crucially, it also shows that a team like Alfa Romeo that failed to finish higher than eighth in the Constructors’ Championship from 2014 to 2021 can now find the right portfolio to develop into a stronger team. Even if the average value of its partnership is not as high as that of many of its rivals, before the new Concorde agreement, the introduction of cost caps and the explosion of interest in F1, a team like Alfa Romeo had difficulty finding these types of offers.

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