Sauber Motorsport and Singha extend partnership

Date published: January 30 2021 - Jamie Woodhouse

Kimi Raikkonen Alfa Romeo Sauber

Sauber have announced they will continue their relationship with the Singha Corporation after striking a new deal for 2021.

This will be the third season that Sauber and the Singha Corporation have been in partnership after first working together in 2019.

The Singha branding has since been prominent on the Alfa Romeo Formula 1 cars, with Alfa Romeo enjoying naming rights for the team thanks to their deal with Sauber Motorsport.

Logos for the Singha Corporation also feature on the race suits of Kimi Raikkonen and Antonio Giovinazzi.

Thanks to the renewal of the deal, Singha branding will continue to be present on both the driver race suits and Alfa Romeo’s C41 during the 2021 campaign.

Speaking to the Sauber website, Alfa Romeo team boss Frédéric Vasseur said: “In the fast-changing world of Formula 1, it’s a very good sign to see a partnership of this kind stretch into its third year.

“Singha Corporation have been a true friend of our team since their arrival and we are committed to honouring this partnership in the best possible way – fighting for positive results on track and giving 100% to develop our activation off it.”

Singha Corporation is a subsidiary of Boon Rawd Brewery, the first brewery to be established in Thailand.

Voravud Bhirombhakdi, Senior Executive Vice-President of Boon Rawd Brewery, added: “It is wonderful to continue our close relationship with Sauber Motorsport.

“Having been involved in Formula 1 since 2010, we can truly say we have found our home with Alfa Romeo Racing ORLEN. Just like our company, which originates from a family business, Sauber very much feels like a big family and we are proud to be part of it.”

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After a very difficult 2020 campaign in which Alfa Romeo scored only eight points, the team are hoping for a far more positive 2021.

Already one of the biggest achievements for the team, though, was retaining Alfa Romeo’s backing for the new season.

“This is crucial for us,” Vasseur previously told Motorsport.com.

“I don’t want to talk about the financial side of the matter, although it certainly plays a role. But it’s also the motivation that a team gets and the fact you can attract more people and let the company develop for the future. We need this kind of internal motivation.

“The fact that Alfa Romeo, the first World Champion in F1 history, wants to expand co-operation with us is not only a reward but also the next step for our company.”

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