The dairy brand joins as an Official Partner of the F1 team.
Swiss Formula One team Alfa Romeo have announced a new partnership with dairy products brand AMX.
AMX is a brand of Yili, a market leader in the milk and dairy products sector in China and East Asia. The partnership will see the AMX branding visible on the nosecone of the Alfa Romeo and on the front wheel winglets.
Speaking about the partnership, Frédéric Vasseur, Team Principal of Alfa Romeo F1 Team ORLEN, commented:
“AMX is a cool brand, targeted at people who want to explore their sense of adventure. In this regard, they reflect what we do as we go racing around the world, and the pioneering spirit of AMX is something that sounds true to us as well. We are looking forward to working with them on the Chinese market, and to reaching out with our team and our sport to a new audience together with Zhou Guanyu.”
A spokesman for AMX added:
“The AMX brand advocates a new generation of adventurous spirit. Formula One racing and the adventurous spirit of Zhou Guanyu, the first Formula One driver from China, perfectly fit our brand concept. Through this cooperation, we hope to form a strong correlation between its pioneer attribute, sports events and brand positioning, strengthen AMX’s “new generation of adventurous” brand tone, enhance the sense of brand value, and promote the rapid improvement of brand image.”
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