The Italian brand has had a presence in the sport as a sponsor of Sauber since 2018, and from 2019 the team has been fully named after it. And yet, in essence, the arrangement is simply a sponsorship deal that takes advantage of the “family” relationship with power unit and gearbox supplier Ferrari.
As such, it represents a remarkably good deal for Alfa, as the manufacturer doesn’t carry the burden of having to fund a power unit programme, or of owning a team, and all the expense that entails.
It’s been done before: Red Bull Racing had title sponsorship from Infiniti and Aston Martin, giving both marques a cut price presence at the top of the sport.
VW will be approaching it very differently.
Porsche looks set to fund and brand the new Red Bull Powertrains engine, while Audi plans to buy a team that will become its works entry, while at the same time running a separate engine programme from Germany. Overall, it’s going to be a very expensive exercise.
Meanwhile, Alfa Romeo, which is set to announce a decision on renewing its relationship with Sauber in July, is generating a high profile for a much more modest spend.
Carlos Tavares, CEO of the Stellantis Group that owns Alfa Romeo and a string of other brands, makes no apologies about the way the deal works – and he refutes any suggestion that perhaps Alfa should be more directly involved, and perhaps take the plunge and buy the Swiss team.
“Today I have a strong partnership,” he says. “It is working. The team is called Alfa Romeo F1 team. And I don’t think it would be fair to criticise the fact that we have a strong partnership.
“Why should we criticise the fact that we have a strong partnership? Why should we think that there is only one way to be in F1, which is having a team? What’s the benefit?
“The benefit that we want for the motorsports fans is hard racing on the track. That’s what they want to see. Overtaking, late braking, tyre wear management etc. So what I would respectfully challenge is the…
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