AC Milan announce kit extension with Puma

Global sports company PUMA and AC Milan have announced a long-term extension of their partnership, which was first established in 2018. PUMA will continue as the Principal Partner of AC Milan, the Global Technical Supplier, and the Official Licensed Partner.

AC Milan recently returned to the top of Italian football with the youngest team in modern history to win the Scudetto and is also one of the youngest teams in Europe. As part of the extension PUMA will become the official naming partner of AC Milan’s core in Vismara Center, the base of the Club’s future talents and women’s team. “PUMA House of Football” will become a home for performance development that will see investment in the next generation of youth players at Milan and help support women’s football. The center will also be home to brand and community activations, hosting partnership events and key initiatives in the city.


PUMA and AC Milan are two of the most innovative and progressive brands in football. The partnership is built on the foundations of performance and sustainability through innovative apparel and environmentally friendly products, football culture, fashion, youth development and continued investment in women’s football.

Under the new terms, PUMA will continue to supply performance apparel for the men’s, women’s, and youth teams, and utilize the style, fashion, and culture of Milan to develop performance and off-pitch lifestyle product that taps into the unique Milanese style. This will see both brands continue to collaborate beyond the pitch on innovative and fashionable collections that connect with football culture and reinforce Milan’s global footprint. “This is a fantastic next step for our partnership with AC Milan, two brands with a focus on diversity, inclusivity, innovation, performance and football culture,” said Bjørn Gulden, Chief Executive Officer, PUMA.

“Our aim is to drive performance innovation and lifestyle apparel on and off pitch. We want to continue to be two of the most sustainable brands in football and support women’s football. This partnership will also see PUMA invest in the Vismara Performance Center. This will be a special place to develop future stars at AC Milan and bring both our brands closer together.”

“We are immensely proud to continue on this journey with our long-standing partner PUMA, our Principal Partner since 2018. Over the years, working side by side with PUMA has allowed us to build a solid and authentic partnership based on performance, football culture and shared values, always with a progressive approach,” commented Ivan Gazidis, AC Milan CEO. “We are excited to start this new chapter in our relationship, which will focus strongly on the development of women’s football and the next generation of talent, both of which are perfectly aligned with our vision for the Club.”

Waze becomes official partner of the Tour de France

Waze, the world’s largest community-based traffic and navigation app, today announced a three-year sponsorship and partnership with the Tour de France and the Tour de France Femmes avec Zwift, as the prestigious cycling race returns for its 109th year. The Tour is the latest event to join more than 300 event producers around the world as a Waze Global Event Partner, harnessing the power of Waze to make travelling to and from the Tours as seamless as possible for fans, while minimising the impact of traffic for all travellers on the road.

In a first-of-its kind collaboration, Waze is the Tour’s Official Traffic Manager, providing its tools, data and insights to drivers, athletes, fans and more. Ahead of the start line, Waze’s community of volunteer map editors will update the maps with 4,000KM of road closures, the start and finish points, temporary car parks and live traffic speeds, ensuring drivers can navigate event traffic.

Waze will also become an official event sponsor, supporting logistics and branding four safety vehicles and a guest car in the Tour’s famous ‘caravan’: a procession of vehicles that precedes the riders onto the track at each stage, from Copenhagen to Paris and from Paris to the Super Planche des Belles Filles.

“This year, the Tour de France and the Tour de France Femmes avec Zwift will cover 4,357 km of roads. Each stage requires safety measures and traffic adjustments. Waze’s acclaimed expertise is an invaluable asset for the Tour de France experience for spectators and professionals who follow us on a daily basis. They will have better guidance to reach the points of passage of the Tour’s champions. This partnership will bring spectators closer to the race,” said Julien Goupil, Media & Partnerships Director of Amaury Sport Organisation.

“Waze is dedicated to being the most helpful and trusted resource for drivers around the world, so the opportunity to partner with one of the most famous global sporting events was an obvious choice,” said Harris Beber, CMO, Waze. “Community is our superpower, so from Copenhagen to the Champs-Élysées, followers of the Tour can feel assured Waze will help them navigate every stage.”

“After contributing to Waze for eight years, it’s an honour to be extending the app’s usefulness across the four countries and 21 stages of the Tour de France and the 8 stages of the Tour de France Femmes avec Zwift 2022,” said Christophe Lautier, Waze Map Editor Champ. “Our group of over 30 map editors will work closely with the Waze team to improve fans’ experiences throughout the Tour, arming them with the real-time insights they need to follow the action and outsmart traffic along the way.” 

Established as a two-way data share, Waze provides partners with real-time, anonymous, Waze-generated incident and slow-down information directly from the source: drivers themselves. The Waze Global Event Partner Programme allows partners to utilise Waze tools, data and insights to help alleviate event-day parking and traffic challenges, leading to happier fans.

Formula E announce two new major race locations

The ABB FIA Formula E World Championship will expand in Season 9 and the debut of the Gen3 race car to include more E-Prix races in more world cities with more race teams on the Formula E grid than ever before. 

The Season 9 provisional calendar was published today by Formula E and the Fédération Internationale de l’Automobile (FIA) following ratification by the FIA World Motor Sport Council and with the support of local ASNs (National Automobile Clubs) for each city. 

The planned schedule for next season currently features 18 races between January and July 2023 on street circuits in 13 world cities, beating the previous record of 16 races in 10 different cities this season.

Deafening cheers from the Foro Sol grandstand will greet the new Gen3 race car, the fastest, lightest, most powerful and efficient electric race car ever built, when it debuts at the Autódromo Hermanos Rodriguez track in Mexico City on 14 January for Round 1 of the 2022/23 ABB FIA Formula E World Championship.

Two major motorsport fanbases will welcome E-Prix for the first time. Round 4 of the championship will be held in Hyderabad, India, on 11 February, while fans in Brazil will see the São Paulo E-Prix on 25 March for Round 7.

Berlin remains the only city to host an E-Prix in all nine seasons of the championship, while Seoul and Jakarta will see Formula E return following inaugural races this season. The record-breaking TV audience and sold-out grandstands in Jakarta means the city will now host an expanded double-header of races next season.

Diriyah in Saudi Arabia will host the popular double-header of night races on 27 and 28 January. Monaco, Rome and London complete the schedule of named races.

Alberto Longo, Co-Founder and Chief Championship Officer, Formula E said:

“The Season 9 calendar of the ABB FIA Formula E World Championship is our most expansive and dynamic racing schedule yet and I cannot wait to get started. We will continue to push the international boundaries of all-electric street racing with E-Prix in Hyderabad and São Paulo, while maintaining the hugely popular races in Diriyah, Mexico City, Berlin, Monaco, Rome and London with Jakarta and Seoul now established on the calendar. We are also working hard to include Cape Town and a race in the USA when the provisional calendar is updated later this year.”

As well as the arrival of the much-anticipated Gen3 race car – the world’s first net zero carbon race car in the world’s first net zero carbon sport – the Formula E grid will be formed from 12 teams and 24 drivers.

From next season the only place to see new arrivals McLaren Racing, Maserati and ABT go head-to-head with historic motorsport names including Porsche, Jaguar and Nissan is on the ABB FIA Formula E World Championship grid. 

Jamie Reigle, Chief Executive Officer, Formula E said:

“From Round 1 in Mexico City to the climax of Season 9 in London, the stage is set for the most successful Formula E season yet. Engineers and sustainability experts at the FIA and Formula E have worked together to build the Gen3, a race car that proves how high performance and sustainability can powerfully co-exist without compromise. We welcome Maserati back to motorsport for the first time in decades alongside McLaren Racing and the incredible roster of teams and manufacturers that makes Formula E unique. We expect Season 9 to continue our momentum of growing the global fanbase for the sport.

Footium announce partnership with Leyton Orient

We are delighted to announce that Footium will be Leyton Orient men’s official back of shorts sponsor on all three kits for the 2022/2023 season. We are really excited to partner with such a forward-thinking club, and will be working on some exciting initiatives together for the upcoming year!

The prospect of onboarding more football fans into the web3 space with this partnership is something that really excites us. Web3 can be daunting for those who aren’t into crypto and NFTs, but one of Footium’s missions has always been to bring more fans into the community. By bringing the Orient and Footium communities together through our shared love of the beautiful game, we hope to show the benefits that web3 can bring to gaming – in particular, football management gaming!

We already have a number of plans to work alongside the Club and their charity partners throughout the season and beyond. The Footium logo will feature on the O’s kit in the next FIFA game, which will be released near the end of 2022. We will be running FIFA goal of the month tournaments for both the Footium and Orient community with many different prizes on offer!

Additionally, we will be running some exciting giveaways & opportunities to win Leyton Orient match tickets, kits, Footium Clubs and more – in fact, in celebration of this partnership, we are doing a giveaway right now!

All of the team at Footium are football fans, with a number supporting EFL clubs such as Lincoln, Derby and Portsmouth. We know how important it is to support the lower leagues. The passion that these fanbases have for their club is exactly what makes football great.

George Benton, COO at Footium, said: “The entire Footium team are excited to be working with Leyton Orient on this partnership. The O’s rich history as one of the oldest clubs in England, alongside the forward-thinking and innovative nature of the staff, made the opportunity a perfect fit – it’s a good old institution!”

Josh Stephens, Head of Commercial at Leyton Orient, commented: “We are really excited to welcome Footium on board – it’s a fantastically engaging game which allows you to run your own football team and much more. Footium have some fantastic backers and players, and we are looking forward to a fun-filled partnership.”

Optus Sport secures exclusive rights for La Liga

Optus Sport has reinforced its commitment to streaming the world’s best football by securing the exclusive Australian rights for one of the biggest football leagues in the world, Spain’s LaLiga. 

The multi-year deal to stream LaLiga Santander gives Optus Sport an additional 380 matches per season from LaLiga live and on-demand, in full 1080p HD* and will also include live select matches from LaLiga SmartBank, Spanish football’s second tier, including promotion playoffs and a range of other highlights, news and review programmes. 

Optus Sport subscribers will now be able to watch even more of the biggest clubs in football and with the addition of the top 20 Spanish teams, Optus Sport welcomes the likes of Real Madrid, FC Barcelona, Atletico de Madrid, Sevilla FC and many more as they join the leading English Premier League clubs, all in one place.

Optus Sport strengthens its position as the home of the world’s best players, adding the likes of Karim Benzema, Luka Modric, Thibaut Courtois, Pedri, Sergio Busquets, Joao Felix and many more. 

LaLiga has also been home to Australian football legends over the years like John Aloisi (CA Osasuna, Deportivo Alaves) and Aurelio Vidmar (CD Tenerife), and currently boasts Socceroos captain, Maty Ryan, who is on the books at Real Sociedad, and will be the new home of Awer Mabil (Cadiz CF). As the FIFA World Cup Qatar approaches, Optus Sport will be the place to keep an eye on the Socceroos No. 1. 

Commenting on the announcement that unites two of Europe’s best club competitions on Optus Sport, Optus VP TV, Content and Product Development, Clive Dickens, said, “We are delighted to announce that Optus Sport has secured these exclusive LaLiga rights here in Australia. 

The addition of Spain’s top professional league to Optus Sport’s line-up of premium rights shows our continued commitment to acquiring the world’s best football, that our customers love. We look forward to bringing an unprecedented level of LaLiga coverage to Australian fans and partnering with them to significantly expand interest in LaLiga.

Clive Dicken

Melcior Soler, LaLiga’s Audiovisual Director stated “At LaLiga we always look for best-in-class partners to deliver Spanish football to fans everywhere. Our agreement with Optus Sport ensures people in Australia will be able to enjoy LaLiga to the fullest. This is going to be even more important now to fans down under with some of Australia´s top talent represented in LaLiga clubs”. 

The LaLiga announcement follows news earlier that Optus Sport has also acquired the exclusive Australian rights to UEFA EURO 2024.

Since 2016, Optus Sport has brought the world’s best players and fixtures to Australian football fans through its live and exclusive broadcasting of the Premier League and later, the Barclays FA Women’s Super League, which Optus Sport last year secured for a further six years and two years, respectively.

The addition of LaLiga adds to Optus Sport’s formidable line-up of events with the imminent UEFA Women’s EURO 2022 this July, as well as the media rights to the FIFA Women’s World Cup 2023.

And there’s even more to love on Optus Sport as the home of the J.League and UEFA National Team Football including the UEFA Nations LeagueTM, all UEFA EURO 2024 qualifiers, all UEFA European qualifiers for the 2026 FIFA World Cup, plus a range of international friendlies. 

The LaLiga 2022/23 season kicks off on Optus Sport the weekend of 13 and 14 August 2022.

Canon joins Rugby World Cup commercial family for New Zealand 2021 and France 2023

World Rugby and Canon have announced an extension of their association that will see the leading technology brand become a Worldwide Partner of Rugby World Cup 2021 in New Zealand and Official Imaging Supplier of Rugby World Cup 2023 in France.

The announcement represents the first time that Canon has entered into an agreement specifically for the women’s game. It reflects the organisation’s alignment with World Rugby’s commitment to accelerating the advancement of gender equality globally, while playing its full role in the promotion of one of the fastest-growing team sports on the planet.

Rugby World Cup 2021 is set to take New Zealand by storm from 8 October to 12 November, 2022 as the southern hemisphere prepares to host the women’s edition of the pinnacle tournament for the first time.

The tournament will see 12 of the world’s top women’s 15s teams go head-to-head to see who will be crowned world champions at Auckland’s Eden Park on 12 November.

Rugby World Cup 2021 will also be Canon’s third consecutive involvement with Rugby World Cup, having previously sponsored the men’s editions in 2015 in England and 2019 in Japan, the most globally impactful rugby event of all time.

Canon is the fourth Japanese brand to join the Rugby World Cup 2023 commercial family following a record-breaking Rugby World Cup 2019 in Japan, which surpassed all initial commercial revenue projections, largely influenced by strong interest from Japanese and wider Asian brands.

Canon will have a crucial role in supporting photographers and international media to capture the incredible moments during France 2023; a tournament set to be the major attraction in the sporting calendar that year, bringing the rugby family together for a celebration of the 200 years of the sport.

World Rugby Chief Executive Alan Gilpin said: “Having recently confirmed both men’s and women’s editions of Rugby World Cup up until 2033, there couldn’t be a more pivotal time to welcome Canon on board. Their relentless focus on innovation echoes our vision to make rugby as relevant and accessible as possible and their support will accelerate the development of our sport across the globe.

“We have had the great pleasure of working with Canon for a number of years and we are very proud to be continuing our long-standing relationship for Rugby World Cups 2021 and 2023. Canon shares our passion for driving gender parity across the game and we are delighted to be welcoming them to the partner family for the pinnacle women’s 15s tournament that kicks off in New Zealand later this year.”

As a Worldwide Partner of Rugby World Cup 2021 and Official Imaging Supplier of Rugby World Cup 2023, Canon will make available the full support of its diverse businesses, ranging from products and solutions, including cameras, lenses, video camcorders, network cameras and medical equipment.

As with other major sporting competitions, both in Japan and overseas, Canon will provide behind-the-scenes support services to members of the media covering Rugby World Cup 2021 and 2023, including camera and lens maintenance services and product loans, to enable the best possible capture of the top-class athletes competing on the sport’s biggest stage.

Canon Inc. Chairman and CEO Fujio Mitarai, commented: “Following on from Rugby World Cup 2015 in England and Rugby World Cup 2019 in Japan, Canon is delighted to continue backing the tournaments as Worldwide Partner of Rugby World Cup 2021 in New Zealand and Official Imaging Supplier of Rugby World Cup 2023 in France. I am delighted that we have been granted this opportunity to support both the men’s and women’s tournaments. In addition to supporting professional photographers and news media as they capture the intense action of the world’s top teams facing off in peak condition, Canon will do its utmost to support World Rugby, the owner of both tournaments, as well as the organising committees, relevant authorities, local government and other corporate sponsors.”

McLaren Racing and NEOM announce strategic title partnership to drive innovation and talent development in electric motorsport

McLaren Racing today announced a new strategic partnership with NEOM, a sustainable region in northwest Saudi Arabia being built from the ground up, as the Title Partner of the McLaren Formula E Team and McLaren Extreme E Team from the 2022/2023 season.

The McLaren Formula E Team and McLaren Extreme E Team will be renamed to NEOM McLaren Formula E Team and NEOM McLaren Extreme E respectively, with the combined teams known as NEOM McLaren Electric Racing. This represents a new era for McLaren in the team’s endeavour in electric motorsport.

The partnership represents the union of two organisations with similar goals in technology and innovation. McLaren will become a founding partner of OXAGON’s innovative advanced and clean industries eco-system. OXAGON, a coastal city within NEOM, will also be home to the OXAGON Research and Innovation Campus, set to offer state-of-the-art facilities across its lab, office and business spaces, and which McLaren will become a first partner of.

Additionally, in its role as technical partner of OXAGON’s advanced and clean manufacturing ecosystem, McLaren’s Accelerator program will help with development of circularity and Industry 4.0; the bespoke program leverages performance-driven data and translates it into the culture and thinking of partners. Accelerator uses its digital and analytical expertise and skills to help teams focus on major items impacting performance, and to better anticipate and resolve them.

Furthermore, selected candidates from Saudi Arabia will be given the opportunity to take part in a one-year placement with McLaren Racing as part of the NEOM Graduate Opportunities in Work (GrOW) program. 

McLaren Racing will enter the 2022/2023 ABB FIA Formula E World Championship from Season Nine and the beginning of the Gen3 era in the pioneering all-electric race series. The NEOM McLaren Formula E Team will be formed through the acquisition of the Mercedes-EQ Formula E Team.

NEOM title partner branding will be carried across all McLaren Formula E Team and McLaren MX Extreme E Team assets. 

Zak Brown, CEO, McLaren Racing, said:

“We are delighted to welcome NEOM to the McLaren Racing family. This is an incredible way to kick off our entry into Formula E and to unify our electric racing series. We are thrilled to introduce NEOM McLaren Electric Racing and to work with NEOM to nurture talent and drive innovation. 

“Working with OXAGON’s innovative advanced and clean industries eco-system will allow us to make meaningful contributions through our bespoke Accelerator program which exists to leverage performance-driven data and translate this into the culture and thinking of our partners.”

Nadhmi Al-Nasr, CEO, NEOM, said:

“Our partnership with McLaren Racing complements NEOM’s commitment to driving sustainable solutions and tackling some of society’s most pressing challenges. The partnership will allow us to share our collective resources and experience to yield exciting results, not only for our own organizations, but also for the broader automotive and sports industries. NEOM is an economic engine for the Kingdom of 
Saudi Arabia and will be a hub for innovative businesses like McLaren Racing to conduct cross-industry research, incubate, collaborate and bring new technologies to the world.”

FIVB and Volleyball World sign historic partnership with Asian Volleyball Confederation

The FIVB and Volleyball World today signed a landmark agreement with the Asian Volleyball Confederation (AVC) to explore and enhance the commercial potential of senior international volleyball and beach volleyball events in Asia, as well as focusing on the growth of the sport and empowerment of National Federations, events and athletes.

Under the nine-year deal which will run from 2024-2032, Volleyball World will look to maximise the commercial potential of AVC senior international events to secure the growth of the sport and its sustainability in Asia to serve millions of fans across the entire region. This includes, but is not limited to, the men’s and women’s AVC Asian Continental Championships, AVC Asian Club Continental Championships, AVC Asian Beach Volleyball Championships and AVC Asian Cup.

The partnership will see Volleyball World directly invest into the AVC for commercial rights, while the FIVB will increase its investment into the AVC’s 65 National Federations through the revolutionary Volleyball Empowerment programme which is aimed at the development of national teams around the world.

The landmark partnership will also see investment into dedicated human resources in the areas of commercial, development, marketing and operations working within the AVC to further professionalise the administration of the sport.

FIVB President Dr Ary S. Graça F° said:

“We are delighted to announce this landmark, three-party partnership between the FIVB, Volleyball World and the AVC. We will work hand in hand to secure the financial stability and sustainability of the Continental Confederation while providing the opportunities and resources to further boost the sport in Asia.

“Volleyball has a longstanding and successful history in Asia but now, under the leadership of AVC President Rita Subowo and with the approval of the AVC Board of Administration, we have an opportunity to enter a new and brighter chapter for our sport.”

AVC President Rita Subowo said:

“This partnership is the result of a well-established relationship between the FIVB, Volleyball World and the AVC, underscoring our joint commitment to realising the sport’s full potential in Asia.

“With 65 National Federations in Asia, I have no doubt this agreement will help expand the commercial opportunities for AVC senior international events, accelerate our growth and increase revenues across the commercial areas of media, sponsorship and bidding.”

Volleyball World CEO Finn Taylor said:

“This landmark partnership with the AVC is a symbol of volleyball’s continued growth and global appeal. Over half of the world’s volleyball fans are in Asia, and we are excited to have an opportunity to further enhance the sport in such a key region.  

“Broadcast and digital engagement is at a record high for the sport and the AVC will be able to access and integrate into Volleyball World’s world-class digital infrastructure, ensuring broader media distribution by making content and events accessible on our TV and digital platforms.” 

The signing took place at the Smart Araneta Coliseum, the venue of the Volleyball Nations League (VNL) 2022 pool in the Philippines.

Boost for Basketball in Middle East, Africa and France with beIN Sports deal

The beIN MEDIA GROUP has signed an extension to its partnership with FIBA so that beIN SPORTS continues its broadcasting of FIBA’s major international and continental events until 2025 in the Middle East and North Africa.

In France, following the announcement made with France Télévisions in 2021, the beIN MEDIA GROUP has struck a deal with FIBA to show all games of the FIBA Women’s Basketball World Cup 2022, the FIBA Basketball World Cup 2023 and the FIBA Women’s EuroBasket 2023, as well as selected games of the FIBA Basketball World Cup 2023 Qualifiers being played around the world currently.  

The Women’s World Cup will be staged in Sydney, Australia, from September 22 to October 1 and beIN SPORTS will broadcast live all 38 games of the competition.

The Women’s EuroBasket 2023 will run from June 15 to 25 next year with beIN SPORTS broadcasting live the entire competition that is taking place in Israel and Slovenia.

With the FIBA Basketball World Cup 2023 held next year in the Philippines, Japan and Indonesia, tipping off on August 25 and culminating on September 10 in Manila, beIN SPORTS will broadcast the entire competition live.

Additionally, selected games of the FIBA Basketball World Cup Qualifiers will be shown on beIN SPORTS, including games in the next window which start this month on June 30. France will play Montenegro on July 1 and Hungary on July 4 and beIN will be broadcast these games as well as the second qualification round games to be shown on August 24 and August 27. This deal will run through to the conclusion of the World Cup in 2023.  

The beIN MEDIA GROUP extension of its partnership with FIBA in the Middle East and North Africa (MENA) regions means comprehensive coverage will be continued of games featuring teams from across the Asia and Africa regions, including the upcoming FIBA Basketball World Cup 2023 Qualifiers and the FIBA Asia Cup 2022, which gets underway on July 12 in Jakarta, Indonesia. 

beIN has been an official broadcast partner for FIBA since 2006, offering extensive live coverage of FIBA competitions, including women’s and youth competitions.

Coverage in MENA will next month include the FIBA U17 Basketball World Cup 2022 Finals in Spain, as well as the FIBA U17 Women’s Basketball World Cup 2022 Finals in Hungary.

“We are very happy to not only continue but also further extend and strengthen the longstanding partnership with beIN, through the broadcast distribution of FIBA competitions in France for the very first time. This agreement will greatly benefit the visibility of our international events for basketball fans over the next coming years,” said Frank Leenders, Director General of FIBA Media and Marketing Services.

“With an incredible list of exciting events coming up this summer including the FIBA Basketball World Cup 2023 Qualifiers third window this month and the FIBA Women’s Basketball World Cup 2022 in September, this partnership with beIN will provide viewers with unprecedented coverage and access to FIBA competitions in the years to come.”

Scuderia AlphaTauri reunites with Buzz Group as official partner

Scuderia AlphaTauri and Buzz Group are pleased to announce an ambitious multi-year partnership focused on accelerating sustainable development initiatives and supporting young driver development.

Buzz Group maintains a deep-rooted passion for motorsports, technological innovation, and a desire to positively impact the environment, making their renewed commitment to Formula One an important milestone in their long-term strategic vision. 

“We believe that all businesses, including motorsports, must drive positive environmental change to ensure the longevity of the planet and the health and happiness of its inhabitants,” said Daisuke Hasegawa, Buzz Group CEO. “For Formula One to achieve net carbon neutrality by 2030, teams must separately and collectively contribute to this important goal. Scuderia AlphaTauri, with whom we enjoyed a previous partnership, is perfectly aligned in terms of the compatibility of motorsports and carbon neutrality, which makes them a perfect fit for Buzz. We are thrilled to realize this mission together.”

In addition to the mutual passion for sustainable motorsport, the partnership will focus on the creation of a nurturing environment where talented young drivers can develop into future world champions. 

“I am excited to have another Japanese partner on board, especially as we are set to return to Suzuka for the first time since 2019, which will be also my first F1 race at home,” says Yuki Tsunoda. “Daisuke-San and Buzz are well known for their passion for racing and for working with promising young drivers, hence I am looking forward to cooperate with them throughout our team partnership.”

Scuderia AlphaTauri Team Principal, Franz Tost: “I am so happy to welcome Buzz and Daisuke back to our team. With active partnerships in different categories of motorsports, they are very focused on supporting young talent and hence are perfectly aligned with the ethos of Scuderia AlphaTauri. With their strong links to Japan, Buzz will help us to further grow our reputation in this specific local market. Their focus on a sustainable future is a great strategic fit for both the sport and our team, and we look forward to helping drive new conversations around this topic.”

The AT03 cars will race with an updated livery to include Buzz branding beginning at the 2022 British Grand Prix in Silverstone. The Buzz logo will be placed on the cockpit sides, headrests and inside the rear wing end plates of the cars, as well as on racing suits, teamwear and various parts of the facility.