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I’m excited to announce that Xbox has joined forces with BWT Alpine F1 team, with Xbox becoming the team’s Official Console Partner and PC Game Pass becoming an Official Partner. This multi-year deal expands Xbox into a brand-new Sports category – the exciting world of Formula 1.
BWT Alpine F1 Team joins a tremendous portfolio of successful teams Xbox has partnered with, including the England and France National Football Federations, and the WNBA’s New York Liberty and Atlanta Dream.
“Today’s announcement with Alpine continues our push to reach more fans around the world through their love of sports,” said Jerret West, CVP Gaming Marketing, Xbox. “Motorsports is one of the most exciting sports categories in the world, with a diverse fanbase that comes together to embrace the thrill of competitive racing. Xbox and Alpine share common values when it comes to diversity, equity and inclusion, and we look forward to bringing the joy and community of gaming and racing to more people around the world through this exciting partnership.”
David Gendry, VP, Alpine Sponsoring, Partnerships and Communications:
“We are extremely pleased to be partnering with Xbox, a household name and strong leader in the gaming industry. Over the past years, we teamed up successfully on a few projects that reached successfully to our fans worldwide. We are now proud to consolidate this experience into a longer-term partnership, built on the foundation of our shared values with both Microsoft and Xbox.”
For Xbox and PC Game Pass fans, it’s going to be incredible seeing our logos across both Alpine A523 cars and the Paddock areas during key races each season – with the first race this weekend at the Formula 1 Lenovo Japanese Grand Prix. But beyond that, Xbox will do what we do best – create amazingly fun and imaginative activations that defy conventions, now with the creative minds at BWT Alpine F1 Team. Make sure to look out for these as the season goes on.