Aditya ChaudhuriItalian motor manufacturer Alfa Romeo first entered the Formula One Championship in 1950. The team had their first stint in the sport between 1950 and 1987 where they won two World Drivers’ Championship with Nino Farina (1950) and Juan Manuel Fangio (1951).
The team withdrew from the sport in 1952 and returned only in 1979 when Autodelta entered the sport using the Alfa Romeo name. The team competed till 1985 before once again withdrawing from the sport for more than 30 years.
Also Read – Formula One Sponsors 2023
Alfa Romeo returned to the sport in 2019 when the Sauber team were renamed to Alfa Romeo Racing. In 2020, the team were renamed to Alfa Romeo Racing Orlen.
After signing a partnership with Stake in 2023, the team was rebranded as Stake F1 Team in 2024.
Here are the F1 team’s sponsors going into the 2023 season.
Title Sponsors
Stake
In January 2023, ahead of the 2023 Formula One season, entertainment and lifestyle brand Stake was announced as the title partner of the Alfa Romeo team. The partnership saw the team renamed to “Alfa Romeo F1 Team Stake”.
Via this partnership, Stake aims to reach out to wider audiences worldwide. The partnership also sees Stake host multiple unique experiences and events for the fans worldwide during the Formula One seasons.
In January 2024, Stake took over as complete Title Partner for the 2024 and 2025 seasons, with the team being rebranded to Stake F1 Team.
Alfa Romeo
In November 2017, it was announced that Italian motor manufacturer Alfa Romeo would become the title sponsor of Swiss racing team Sauber Formula One team from the 2018 season.
In February 2019, it was announced that the team known as Sauber would enter the 2019 season as Alfa Romeo Racing. In July 2021, Sauber and Alfa Romeo extended their naming rights deal for a further three years.
Main Partners
KICK
Alfa Romeo roped in community-driven live streaming platform KICK as an Official Partner in January 2023. The partnership has KICK’s branding present on the Alfa Romeo race car during select races through the season, with KICK also creating fan engagement activities including the Alfa Romeo drivers.
Official Partners
Code-Zero
In June 2021, Alfa Romeo signed a new partnership with clothing and accessories brand Code-Zero. The partnership saw the two parties collaborate together to launch a new online shop, which featured a line of leisurewear, accessories and team wear designed by Code-Zero featuring Alfa Romeo branding.
The partnership also sees both Alfa Romeo drivers wear the Code-Zero kit trackside during the race events throughout the race calendar.
Edelweiss
Leading Swiss leisure travel airline Edelweiss signed a partnership with Alfa Romeo in September 2021 which saw Edelweiss become the Official Airline Partner of the team.
Edelweiss supports the team throughout the season as they fly across the world to attend different races in different parts of the world. Both parties extended their partnership in March 2023, with the new deal keeping the Edelweiss logo on the floorline of the Alfa Romeo race car and the Swiss air company continuing on as the team’s Official Airline Supplier.
Singha Corporation
Thai brewery giant Singha Corporation signed a multi-year partnership with Alfa Romeo in February 2019. As the team’s Official Partner, the Singh logo is prominently visible on the Alfa Romeo race cars.
Additive Industries
Dutch machining manufacturer Additive Industries has been a Technical Partner of the Swiss Formula One team since February 2021.
GlobeAir
Europe’s leading private jet company GlobeAir signed on as Alfa Romeo’s Official Partner in August 2018. The deal sees GlobeAir help the team optimise their continental logistics.
Both parties renewed their partnership in April 2021.
Iveco
Iveco joined Alfa Romeo as their Official Truck Partner in 2019. The deal sees Iveco ensure safe and efficient transportation of the team’s equipment to all the race venues across Europe.
Marelli
Automotive components manufacturer Magneti Marelli was announced as an Official Partner of the Alfa Romeo team in February 2019. The partnership sees Marelli enjoy branding visibility on the Alfa Romeo race cars, with the firm also supplying the Swiss team with products which are then integrated into the car. Marelli and Alfa Romeo extended their partnership following a renewal agreement in February 2023.
Mitsubishi Electronics
Japanese multinational electronics and electrical equipment manufacturing company Mitsubishi has been a partner of the Alfa Romeo team since its Sauber days.
Having initially joined the Sauber team back in 2005, Mitsubishi provides the team with the relevant and necessary products and technology needed at trackside and at the factory.
Pirelli
Italian tyre manufacturer Pirelli serves as the Official Tyre Supplier of the Alfa Romeo team through its partnership with Formula One.
Save the Children
In February 2019, Save the Children was announced as the Official Charity Partner of the Alfa Romeo team. The deal sees the F1 team highlight and promote important global causes.
Socios.com
In March 2021, Alfa Romeo became one of the first Formula One teams along with Aston Martin to launch their own cryptocurrency fan tokens on fan engagement platform Socios.com. The partnership sees Alfa Romeo receive a percentage commission from each token sold and a share of trading fees generated from buying and selling the tokens.
Walter Meier
An Official Partner of the team since its Sauber days in 2000, precision machining solutions and consultancy services provider Walter Meier provides the team with its world renowned services.
Web Eyewear
Italian eyewear brand Web Eyewear was announced as an Official Partner of the Alfa Romeo team in February 2022. As an official partner, Alfa Romeo will sport the Web Eyewear branding on the race cars, race-suits, helmets and on other team assets and properties.
Accelleron
High-performance engineering brand Accelleron was announced as an Official Partner of the Swiss racing team in February 2022. The partnership will see Accelleron and Alfa Romeo both provide each other with data, insights and processes to help both parties, with Alfa Romeo hoping to use Accelleron’s technology for their technical growth. Accelleron’s branding will also be visible on the race cars and race suits of both Alfa Romeo drivers throughout the season.
Ciesse Piumini
Italian clothing brand Ciesse Piumini was announced as an Official Partner of the Alfa Romeo team in April 2022. The partnership sees the Milan-based brand get branding visibility on the rear wing of the Alfa Romeo race car during three races of the 2022 season in: Monza, Monaco and Imola. Additionally, both parties also collaborate on various advertising and digital campaigns.
Ferrari Trento
In April 2022, iconic Italian winery Ferrari Trento joined the Alfa Romeo F1 team as an Official Partner. The deal sees Ferrari Trento provide the Swiss team with bottles of Trentodoc for Alfa Romeo’s guests.
Seagate
Alfa Romeo announced Seagate as their Official Object Storage Service Partner in April 2022. The partnership sees Seagate Lyve Cloud provide the team with data privacy, no vendor lock-in, no API charges and no egress fees, which allows Alfa Romeo to have full control over their data as they can lower the barriers for storing, moving and activating data at scale.
The Seagate Lyve Cloud branding is also present on the headrest of the Alfa Romeo race cars.
AximTrade
In May 2022, Alfa Romeo signed a new partnership with Singapore-based financial services provider AximTrade. As the Official Partner of the team, the AximTrade branding is present on the front-wing of the Alfa Romeo race-car.
SenseTime
In July 2022, AI software firm SenseTime announced a new partnership with Alfa Romeo. The partnership has the two parties working together to explore new innovative ways AI is used in the sport to help the team move forward. The partnership also puts the SenseTime branding on the sidepods of the Alfa Romeo race cars.
MindMaze
In July 2022, Alfa Romeo announced a new partnership with MindMaze, a neurotechnology development firm. The partnership has MindMaze use its brain technology platform to gain valuable brain data which helps it assess the driver and also the car. The partnership sees the MindMaze logo feature on the helmets of the Alfa Romeo race drivers as well.
Camozzi Group
In March 2022, global leader in production of components and systems for high-tech industrial automation Camozzi Group joined the Alfa Romeo family as an Official Partner.
Camozzi provides the Swiss team with its technology to grow the team and also works on facilitating talent and knowledge programmes at the CAmozzi Research Centre and Sauber Technologies.
AMX
Dairy brand AMX partnered with Alfa Romeo in March 2022 as an Official Partner.
The partnership sees the AMX branding visible on the nosecone and front wheel winglets of the Alfa Romeo car. Additionally, Alfa Romeo also looks to increase brand visibility in the South East Asian and East Asian market region through the partnership.
Curam Domi
Resilience centre Curam Domi partnered with Alfa Romeo ahead of the 2022 Formula One season in March 2022. The collaboration sees the Belgium-based firm provide Alfa Romeo with its unique training, rehabilitation and prevention to help the team function at the highest level during the race weekends.
PUMA
In March 2022, just days ahead of the start of the new F1 season, Alfa Romeo announced leading sports brand Puma as their Official Race Gear Supplier. Puma provides the drivers with the full range of items worn during the race along with training gear, gear for the crew and also footwear to the entire team.
Ceramica Cielo
In March 2022, Alfa Romeo inked a new partnership with Italian interior design company Ceramica Cielo. While the Italian brand benefits from Alfa Romeo’s global presence, the Ceramica Cielo branding is visible on the Alfa Romeo chassis.
ASSOS
In June 2022, Alfa Romeo signed a partnership with Swiss cycling equipment supplier ASSOS. The partnership sees ASSOS provide the drivers and team personnel with cycling apparel, which is designed to assist the advancement of well-being, health and performance.
Sabelt
Leading manufacturer of high-performance safety equipment, Sabelt, signed a multi-year contract with Alfa Romeo in February 2022. The partnership sees Sabelt provide the drivers and the team with its products in order to keep them safe on the racetrack.
Delsey
Alfa Romeo and French luggage brand Delsey Paris joined forces in March 2022. The partnership sees Delsey provide the team’s staff with its travelware. The agreement also sees the Alfa Romeo drivers serve as global ambassadors for the brand and headline a host of marketing campaigns.
Everdome
The Swiss team inked a partnership with the world’s first hyper-realistic metaverse, Everdome, in March 2022. The partnership sees Everdome provide the team with a metaverse experience for the fans and the wider racing community. The two parties extended their partnership in March 2023.
Hyland
In February 2022, leading global content services provider Hyland signed a partnership with Alfa Romeo. The partnership sees Hyland provide the team with real, tangible benefits for the team which helps them make informed, data-driven decisions with agility. The Hyland branding is present on the halo of the Alfa Romeo race car and on the team garage walls as well as on various team assets.
JigSpace
3D knowledge sharing platform JigSpace teamed up with the Swiss team in February 2022. The partnership saw JigSpace launch the world’s first open, user-generated platform with App Clips and webAR, putting an interactive 3D version of the Alfa Romeo race car in the hands of fans worldwide.
Rebellion Timepieces
Swiss luxury watch brand Rebellion Timepieces inked a multi-year partnership with Alfa Romeo in February 2022. The partnership between both has Rebellion branding present on the Alfa Romeo race car, driver race suits and on various team assets as well.
WhistlePig
Vermont based premium rye whiskey brand WhistlePig has been an Official Team Partner of the Alfa Romeo team since June 2022. The partnership has both parties working together on various marketing activities.
MASCOT
In February 2023, workwear brand MASCOT was announced as an Official Partner of the Alfa Romeo team. The partnership sees MASCOT provide the Alfa Romeo team members with its products and also make its products available at the Sauber Group headquarters in Hinwil. The deal also sees the MASCOT branding feature on the Alfa Romeo race cars, driver race suits and on the mechanic’s suits and helmets.
Kick Out Plastic
Kick Out Plastic, a global initiative seeking to promote positive changes in behaviour and choices in an attempt to improve the planet’s health through the power of sport, was roped in as Alfa Romeo’s Official Sustainability Partner in February 2023.
The agreement sees Alfa Romeo work towards reducing the use of single-use plastics in their hospitality area, with their drivers and team members using reusable drinking bottles provided by Kick Out Plastic. The partnership also puts the Kick Out Plastic branding on the driver overalls and other team assets as well.
Corinthian Re
Corinthian Re, a speciality collateralised reinsurance company, teamed up with Alfa Romeo in February 2023. The partnership sees the Corinthian Re logo featured on the rear wing end plates of the Alfa Romeo race car and also on the helmets of both Alfa Romeo drivers.
Diagnostix
Medtech company Diagnostix was announced as a Team Partner of Alfa Romeo in March 2023. The partnership sees the Diagnostix logo feature on the team’s race helmets, driver overalls and race cars.
Aioka
Aioka teamed up with Alfa Romeo in June 2023, joining as the team’s Global Concierge Supplier. The partnership kicked-off from the Monaco Grand Prix 2023 and sees Aioka host events for the team’s guests and enhance the experiences for the guests, corporate groups and individuals.
Fix Network
The deal puts the Fix Network logo on the inner rear wing endplates of the Alfa Romeo race car.
Team Suppliers
Riedel
German communications equipment manufacturer Riedel has been a long-time partner of the Swiss team. Riedel currently serves the F1 team as an Official Team Supplier.
Brütsch/Rüegger Tools
Leading Swiss trading company Brütsch/Rüegger Tools provides the Alfa Romeo team with a wide range of products — hand and power tools, measuring technology, connection technology and occupational safety. The two parties have been partners since the team’s Sauber days back in 2003.
R-M
Premium refinish paint brand R-M was announced as Alfa Romeo’s Exclusive Technical Paint Supplier in February 2023. The partnership has R-M provide the team with their expertise to apply their products on high-tech materials such as titanium and carbon fibre, reducing the weight of paint on the race cars. R-M’s innovative line AGILIS logo is also present on the floor line of the car.
