Valtteri Bottas signs partnership with Tecovas

Cadillac Formula One team’s driver Valtteri Bottas has been revealed as the global brand ambassador of American western wear brand, Tecovas. The Finnish driver will work with Tecovas on activations across the different Formula One races in America also collaborating on fan experiences, unique collaborations, behind-the-scenes content, special events, and more. 

A multiple race winner, Bottas made his Formula One debut with Williams Racing before moving to Mercedes where he enjoyed considerable success. Bottas was without a seat for the Formula One 2025 season but has returned to the grid as he will take the new Cadillac team forward in the team’s debut season.

Valtteri Bottas, commented,

“Austin has always held a special place for me—it’s where I scored my first F1 points, and honestly, it’s one of the race weekends I look forward to most every year, which is why a partnership with Austin brand Tecovas made so much sense. I love the vibe of the city and the ‘no-nonsense’ spirit of Texas. My relationship with Tecovas started naturally last season when I was in town for the race. I’m a big believer in finding good people who make great things, and when I met the team at Tecovas, we just clicked, and it feels like the perfect time to officially join the Tecovas family. It’s a brand that feels authentic to me, and I’m looking forward to representing the spirit of the West at tracks all over the world.”

Samantha Fodrowski, VP of Brand Marketing at Tecovas, said,

“There’s a certain freedom that connects racing and the West — a respect for skill, resilience, and wide-open possibility. Valtteri embodies that spirit. He brings intensity and discipline to his craft, but also a bold, unmistakable personality. That mix of performance and independence really aligns with Tecovas and the modern West we represent. We’re so proud to welcome Valtteri to the Tecovas family.”