Valtteri Bottas signs partnership with Tecovas

Finnish racing driver Valtteri Bottas has been revealed as a global brand ambassador of Tecovas, an American Western-wear brand.

As per the agreement, the Cadillac F1 Team racer will work with Tecovas on activations across the Formula One races in the US, as well as collaborate on fan experiences, unique collaborations, behind-the-scenes content, special events, and more.

A winner of multiple Grands Prix, Bottas made his F1 debut with Williams Racing before moving to Mercedes, where he enjoyed considerable success. The 36-year-old was without a seat for the 2025 Formula One season but has returned to the grid with Cadillac for their F1 debut.

On his partnership with Tecovas, 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.”