AlphaTauri have announced a new partnership with sports streaming service DAZN, which will involve behind-the-scenes content being produced.
DAZN is becoming an increasingly bigger name in the world of Formula 1 having secured broadcasting rights in Spain and Japan.
The company is aiming to increase its presence in the latter country, and such a desire has led to a partnership being made with AlphaTauri where Yuki Tsunoda, F1’s first Japanese driver in seven years, will drive in 2021.
“We are really pleased to welcome DAZN on board as a partner of Scuderia AlphaTauri for the upcoming 2021 Formula 1 season,” team principal Franz Tost said.
“We understand how passionate Japanese fans are about Formula 1 and we are excited to be able to provide exciting and exclusive content to DAZN’s subscribers.
“This year, especially with Yuki Tsunoda driving for us, we want to interact more with our growing Japanese fanbase and this partnership allows us to immerse our fans fully into the team through engaging behind-the-scenes content across an F1 weekend.”
.@dazn_jpn join the squad as an official partner for the 2021 season 🤙 with @yukitsunoda07 taking on a brand ambassador role ✌️ @dazn_jpn 2021年シーズンのオフィシャルパートナーシップを締結 🤙 そして、@yukitsunoda07 がブランドアンバサダーに就任 👊
— Scuderia AlphaTauri (@AlphaTauriF1) March 4, 2021
Specifically, the partnership will involve Tsunoda becoming a brand ambassador for DAZN and the company making various types of content with him.
Such content, which will include fly-on-the-wall footage, interviews and analysis, will then be uploaded to the streaming service on a weekly basis during the season.
“I’m really excited for this partnership between DAZN and Scuderia AlphaTauri – especially as I’ll be a brand ambassador – as it means my Japanese fans will have direct access to the team and myself when we are racing in Formula 1,” said Tsunoda.
“We all know Japanese fans are super-enthusiastic – as we always see at Suzuka – so I’m looking forward to seeing how the DAZN subscribers interact with the content.
“As the first Japanese Formula 1 driver to race since 2014, I hope the exclusive videos we provide through DAZN can allow more fans to become interested in F1 and I believe it’s the perfect platform to be able to provide this access.”
Tsunoda will also sport DAZN branding on his baseball caps at each race weekend, while team-mate Pierre Gasly will participate in meet-and-greet events with fans.