AlphaTauri has confirmed Formula 1 broadcaster DAZN has joined the team as an official partner for this season, with rookie driver Yuki Tsunoda becoming a brand ambassador.
DAZN, which holds broadcasting rights to F1 in Spain and Japan, has seized the opportunity to increase its reach in Japan with its association with Tsunoda.
The 20-year-old is the youngest driver on the grid and also the first from Japan to feature in the sport since Kamui Kobayashi retired at the end of 2014.
“I’m really excited for this partnership, 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’re racing in Formula 1," said Tsunoda.
"We all know that Japanese fans are super enthusiastic – as we always see in 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 that 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.”
The deal will see DAZN "create original content throughout the season, featuring exclusive team news, insights, and analysis".
AlphaTauri will add further value to the deal by creating an "exclusive DAZN annual pass and gift packs" with fans given special access to "virtual or in-person meet-and-greets" with the team, including Tsunoda and team-mate Pierre Gasly.
Executive vice-president of DAZN Japan Martyn Jones said: “The partnership with Scuderia AlphaTauri and Yuki underlines our continuing commitment to investing in working with the biggest stars and best teams to create high-quality original content that complements live events.
"We believe in the power of storytelling, in the build-up to the race, through live coverage and after the event. With this partnership, we can bring the full story of Formula 1 and Yuki to life for all Japanese motorsports fans on DAZN.”
Keen to increase the social engagement of AlphaTauri, team principal Franz Tost said: "This year, especially with Yuki driving for us, we want to interact more with our growing Japanese fanbase.
"This partnership allows us to immerse our fans fully into the team, through engaging behind-the-scenes content across an F1 weekend."
GPFans is a multi-platform, multi-language brand dedicated to Formula One coverage. We bring you all the ins and outs of the sport, 24/7, everything from up-to-the-minute news and features to the latest viral stories and clips.
We believe that a new generation of exciting, outspoken drivers will make F1 more popular than ever before, and we want to give our users access to as much of their heroes as possible, on and off the track. From Lewis Hamilton to Max Verstappen, Daniel Ricciardo to Sebastian Vettel, we provide in-depth analysis of every every Grand Prix in the season, from Australia to Abu Dhabi.
With Formula One under the new ownership of Liberty Media, how the sport is being covered is evolving, and GPFans will look to be at the heart of this progression into new media, as one of the fastest-growing sites covering the king of motorsports.