Fernando Alonso: Brand Endorsements | Business Ventures | Charity Work

Here, we look at the brand endorsements, business ventures, and notable charity work of Spanish racing driver Fernando Alonso.

Also read: Esteban Ocon’s brand endorsements

Current Endorsements

Bell Helmets

Alonso signed a sponsorship deal with Bell Helmets in 2017. The American company provides him with helmets for his Grand Prix races.

Bell has also released special-edition KC7-CMR Fernando Alonso Karting helmets as part of the collaboration.

Finetwork

In February 2021, Finetwork, a Spanish fibre and mobile network operator, appointed Alonso as its brand ambassador.

The partnership aligns with Finetwork’s strategy to grow its presence in Spain.

Citi Bank

Alonso has a long-standing partnership in place with Citi Bank, which sponsors him through Citi Private Bank. The Citi logo thus appears on the veteran Spaniard’s Aston Martin F1 car.

As Alonso’s contract with Aston Martin continues through 2026, so does this sponsorship.

Bang & Olufsen (B&O)

Since 2020, Alonso has worked with premium electronics brand Bang & Olufsen. A limited collection of 14 signed speakers has been released as part of the partnership — reflecting Alonso’s car number and lucky number.

Richard Mille

Alonso has been a Richard Mille brand ambassador since 2019. The Swiss luxury watchmaker created a custom RM 67-02 watch inspired by the colours of Alonso’s racing helmet.

BOSS

In July 2023, Alonso became a brand ambassador for German fashion and lifestyle label BOSS. He has since taken part in brand promotions, events, and social media campaigns for the company, even wearing BOSS outfits at media and red carpet events.

Previous Sponsors

ING

Between 2008 and 2009, Dutch financial services firm ING worked with Alonso during his time at Renault F1. He served as its global ambassador, particularly targeting the Spanish market.

Silestone (Cosentino)

In 2008, Alonso signed a deal with Silestone, a Spanish brand known for innovative surfaces and architecture materials. The partnership lasted until the 2011 F1 season.

Santander

In 2010, Santander made headlines by insuring Alonso’s thumbs for €10 million as part of a quirky marketing campaign. The deal was part of the Spanish financial services company’s larger promotional push.

RAW Superdrink

In December 2020, Alonso became an ambassador and shareholder of RAW Superdrink, an organic sports drink brand. The drink also became the official beverage supplier for Alpine Renault Racing during the 2021 season. The company has since gone out of business.

Adidas

Alonso partnered with Adidas in 2017. The sportswear giant provided him with racing shoes and gloves, and he regularly wore and promoted Adidas gear during races.

Senturion

In September 2019, Alonso became a brand ambassador for Senturion, a luxury watch brand known for its keyless car-starting watches. He promoted the “S177 Senturion-Key” — a limited-edition white-gold piece.

Aramis MensWear

In 2017, Alonso teamed up with Aramis Menswear, a Brazilian lifestyle brand. He appeared in campaigns and in-store promotions for Aramis as a brand ambassador.

Cetilar

Alonso collaborated with Cetilar, a producer of medical and nutritional products, during the 2020 Dakar Rally and again in 2023. He also contributed to sports performance–focused product development.

Arcano Partners

In July 2024, Alonso partnered with Arcano Partners, a Spanish investment banking and asset management firm. Its logo featured on the Spaniard’s helmet throughout the 2024 F1 season.

Business Ventures and Other Projects

Kimoa

Founded in 2017 by Alonso, Kimoa is an apparel and accessories brand. Known for its sunglasses and streetwear, Kimoa remains closely associated with Alonso, who serves as both founder and brand ambassador for the company.

Motorsport Games

In 2019, Alonso invested in Motorsport Games, an esports platform for virtual racing tournaments. He also established the FA Racing G2 Logitech G esports team.

Ombré Men

In 2023, Alonso joined Ombré Men, an American men’s personal care brand, as an investor. The brand offers plant-based products in sustainable packaging.

Amazon Prime Video

In 2020, Amazon Prime Video collaborated with Alonso to produce a documentary chronicling his life and career.

Notable Charity Work

• La Palma Volcano Relief (2021): Alonso wore a special helmet at the 2021 US Grand Prix to raise awareness and funds for the victims of the Cumbre Vieja volcanic eruption in La Palma in partnership with the Red Cross.
• #3500Lives Campaign: Alonso promoted road safety and respect for speed limits as part of the UN Road Safety Week.
• Real Madrid Foundation Auction: He donated a signed Ferrari racing suit to support charitable initiatives for children and people with disabilities.
• Action Against Hunger (#NoNosRendiremos): He joined this pandemic relief initiative to support marginalised and unemployed communities.
• Fernando Alonso Foundation: Established in 2007, the foundation promotes road safety education and motorsport culture. One of its notable programmes includes road safety campaigns for schoolchildren in collaboration with Liberbank.

Other Racing Series

Beyond Formula 1, Alonso has competed in endurance racing, IndyCar 500, and the Dakar Rally, demonstrating his versatility as a motorsport icon.