Swiss watchmaker TUDOR has announced its return to motorsports after signing an Official Partnership agreement with Visa Cash App RB F1 Team, formerly known as “AlphaTauri”.
The partnership will put the TUDOR branding on the drivers’ race suits and other team assets across all departments of the Faenza-based outfit — from management to engineering.
Peter Bayer, CEO, Visa Cash App RB F1 Team, commented:
“We are delighted to welcome TUDOR to our team. They have a long history in motorsport, dating back to the ‘60s when they first got involved in sports car racing, as well as historic racing and rallying.Now, the Swiss watch company has seized the opportunity to move up to the very pinnacle of motorsport, joining us, as we tackle the 2024 Formula 1 World Championship with our new Visa Cash App RB identity. Our team will be challenging the status quo in Formula 1 with a strong identity, unique style and uncompromising quality – just like Tudor watches.“
Eric Pirson, CEO, TUDOR, said:
“TUDOR has always been fueled by a daring spirit, a consistent will to do things differently. And this spirit—we call it Born to Dare—is exactly what Visa Cash App RB is demonstrating heading into the 2024 F1 season. We’re beyond thrilled to return to motorsport with a partner that’s ready to take on the challenge.“
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