Alfa Romeo is taking its performance credentials into millions of British homes after agreeing a sponsorship agreement with Sky Sports F1, the leading channel for Formula 1 in the UK.
Sky Sports F1’s ‘Race Weekend’ coverage forms the basis for the sponsorship in which models from Alfa Romeo’s award-winning range of cars will be shown throughout the race weekend programmes. This also includes ‘Welcome to the Weekend’, F1 Legends and GP2 & GP3 races.
The partnership commences with Sky Sports F1 at the start of the Azerbaijan race weekend starting on the 26th April. The short film clips shown around the coverage perfectly illustrate Alfa Romeo’s style and performance. The partnership also spans across digital inventory including Sky Sports F1 website and apps to further extend the campaign.
Andrew Tracey, Marketing Director, Alfa Romeo UK: Alfa Romeo’s heritage is based firmly in racing and the passion to compete, so this co-sponsorship agreement is a perfect fit for us with the Alfa Romeo Racing Team in Formula 1. Sky Sports F1coverage is hugely popular, and we are sure that this co-sponsorship will help bring the Alfa Romeo Giulia and Stelvio Quadrifoglio models to the attention of many passionate motor racing fans.”
Rachel Bristow, Director of Partnerships Sky Media: “As the dedicated home of Formula 1 in the UK, partnering with Alfa Romeo with their racing heritage is the perfect fit. Together with co-sponsors Fair FX we all look forward to another exciting season on and off the track”
Sky Sports F1 is the UK’s official channel for Formula 1 coverage for all practice, qualifying and races shown live.
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