AlphaTauri and Alfa Romeo both announce new title sponsors

Mark Scott
Alfa Romeo and AlphaTauri cars. October 2022

Alfa Romeo and AlphaTauri cars in action at United States GP. October 2022

AlphaTauri and Alfa Romeo have both announced new title sponsors ahead of the F1 2023 season.

Alfa Romeo were previously sponsored by Polish oil refiner and petrol retailer, Orlen, but they have jumped ship to AlphaTauri with Stake, one of the world’s leading entertainment and lifestyle brands, joining forces with Alfa.

Both are multi-year partnerships with the Orlen and Stake names expected to feature prominently on the respective F1 2023 cars of AlphaTauri and Alfa Romeo.

AlphaTauri boss Franz Tost was naturally delighted to start the season with a big sponsorship boost.

“I’m pleased to be starting the 2023 season with such positive news for the team,” he said.

“ORLEN are one of the leading oil and gas companies in Central Europe and this partnership will allow them to further increase their brand awareness, through the global platforms we offer as a team.

“I’m looking forward to seeing their logo featured on our new car at the launch in New York City next month and also how this partnership progresses over the coming years.”

Orlen has been a long-time sponsor of ex-F1 driver Robert Kubica, but his name was a notable absence in the press release. When Orlen was title sponsor at Alfa Romeo, Kubica was part of the team in a reserve and development driver role.

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Meanwhile, at Alfa Romeo, newly-appointed team representative (rather than team boss), Alessandro Alunni Bravi believes this ‘record-breaking’ title partnership is an indicator of just how much interest there is in F1 as a whole.

“We welcome Stake as a new co-title partner for the team in what represents the start of a new era for us both,” Bravi commented.

“Formula One has seen a huge increase in interest over the last few years and the arrival of brands such as Stake are representative of the massive exposure our sport can offer.

“We are excited to join such a portfolio of sports and entertainment brands and we’re looking forward to the activation programme that Stake will unveil for our fans.”

Stake’s portfolio is a diverse one, also in partnership with the likes of Everton Football Club, legendary former striker Sergio Aguero and global music artist Drake.