Xbox has officially joined forces with the BWT Alpline F1 team. This partnership will serve as a multi-year deal, expanding Xbox into a brand-new Sports category in the world of Formula 1, as mentioned in the official blog post for Xbox.
CVP Gaming Marketing, Xbox, Jerret West, mentioned that Xbox and Alpine share common values regarding diversity, equity, and inclusion. Following the partnership, both parties look forward to bringing community and joy of gaming and racing to more people across the globe.
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Xbox and BWT Alpine F1 Team Official Partnership Details
VP for Alpine Sponsoring, Partnerships, and Communications David Gendry also stated his excitement regarding the partnership with Xbox, as he mentioned that the console is a household name and a strong leader in the gaming space. He said they have had fruitful team-ups with successful projects under their belts. Gendry then concluded his statement by saying that both parties are now looking into a long-term partnership built on the foundation of their shared values with Microsoft and Xbox.
This isn't the first time Microsoft has collaborated with the F1 team. In 2012, Xbox's parent company collaborated with the Alpine team, known as the Lotus F1 Team. Although Renault later decided to rebrand the team from scratch, the partnership was still a strong sail for both parties. The official blog post mentions that it will be an exciting event for Xbox and PC Game Pass fans to see their logos across Alpine A523 cars and Paddock areas during key races every season. This weekend, the first race will be at the Formula 1 Lenovo Japanese Grand Prix.
For gamers who also closely follow the racing scene, this partnership is a massive deal for both parties. With a successful history between both companies, this collaboration can give birth to various projects for a vast audience.