Formula 1: Microsoft Xbox becomes a sponsor of BWT Alpine

Microsoft Xbox is the new sponsor of the Formula 1 team BWT Alpine (Photo: Renault SAS)

The Xbox brand is now in the premier class: Microsoft is becoming the official console partner of the BWT Alpine Formula 1 team.

When the Japanese Grand Prix is ​​on the agenda in Suzuka next weekend, it’s not only worth getting up early, but also taking a closer look: Because the Xbox and PC Game Pass logos will be emblazoned for the first time on the Alpine A523 racing car and on banners in the Paddocks.

The Formula 1 classic is the starting signal for Microsoft’s sponsorship of BTW Alpine F1, which is based in Great Britain and belongs to Renault. The French Pierre Gasly and Esteban Ocon are currently behind the wheel. In the 2022 season, the team took 4th place in the World Championship in the constructors’ standings.

In this way, Microsoft is building marketing in advance of the racing simulation Forza Motorsport 8 out on October 10th for PC and Xbox Series X/S (available for pre-order*) and is included in the Game Pass. In the run-up to Gamescom 2023, the console manufacturer had announced a cooperation with the Stuttgart sports car manufacturer for Porsche’s 75th birthday.

Jerret West, corporate vice president of gaming marketing for the Xbox brand: “We continue our quest to reach more fans around the world through their love of sports. Motorsport is one of the most exciting sports in the world, with a diverse fan base coming together to experience the thrill of racing. Xbox and Alpine share common values ​​when it comes to diversity, equality and inclusion. 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, Vice President Sponsoring, Partnerships and Communications at Alpine: “We are very pleased to partner with Xbox, a renowned company and one of the leaders in the gaming industry. In recent years we have successfully worked together on several projects that have reached our fans worldwide. We are now proud to consolidate these experiences into a longer-term partnership that builds on the foundation of our shared values ​​with Microsoft and Xbox.”