AlphaTauri and Yuki Tsunoda partner with F1 broadcaster DAZN

AlphaTauri

AlphaTauri and Tsunoda partner with F1 broadcaster DAZN

Tsunoda is the first Japanese driver to race in F1 since 2014

Sam Hall

Thursday 4 March 2021 13:04 Updated: 13:14

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.

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“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."