DAZN teams with Scuderia AlphaTauri
March 4, 2021
By Colin Mann
Sports streaming platform DAZN has partnered with the Formula One team Scuderia AlphaTauri for the 2021 F1 season and signed Yuki Tsunoda as a brand ambassador in Japan.
Tsunoda will wear DAZN branding on his cap, having become the first Japanese driver in seven years, to deepen and enrich its coverage of the competition for motorsport fans.
DAZN, Scuderia AlphaTauri and Tsunoda will create original content throughout the season, featuring exclusive team news, insights, and analysis. The content will go live on DAZN across the week, adding to the extensive live and on demand coverage of all races from the 2021 season that gets underway in Bahrain on March 28th.
In addition, DAZN and Scuderia AlphaTauri will enrich the fan experience further by creating an exclusive DAZN annual pass and gift packs that give superfans special access to competition and virtual or in-person meet-and-greets with Tsunoda, team-mate Pierre Gasly, and the team.
“The partnership with Scuderia AlphaTauri and Yuki Tsunoda 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,” commented Martyn Jones, DAZN Japan, Executive Vice President. “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 One and Yuki to life for all Japanese motorsports fans on DAZN.
“I’m really excited for this partnership between DAZN and Scuderia AlphaTauri – 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,” declared Tsunoda, the first F1 driver to be born in the 2000s. “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.”
“We are really pleased to welcome DAZN onboard as a partner of Scuderia AlphaTauri for the upcoming 2021 Formula 1 season,” added Franz Tost, Scuderia AlphaTauri Team Principal. “We understand how passionate Japanese fans are about Formula 1 and we’re excited to be able to provide exciting and exclusive content to DAZN’s subscribers. This year – especially with Yuki Tsunoda driving for us – we want to interact more with our growing Japanese fanbase, and this partnership allows us to immerse our fans fully into the team, through engaging behind-the-scenes content across an F1 weekend.”