In Formula 1

And after the 4 first launches of the MoneyGram Hass F1, Oracle Red Bull Racing, Gulf Oil Williams and Alfa Romeo F1 Team Stake teams, come the presentations of the new liveries of Scuderia AlphaTauri, Aston Martin Aramco Cognizant and McLaren Racing.

The second tranche of team launches for the 2023 Formula 1 season begins with Scuderia AlphaTauri.

The Italian team presents the new AT04 livery and the new Alpha Tauri AW23 collection straight from the runways of New York Fashion week.

The first big news from the Formula 1 is certainly the new Title Sponsor Orlen, featured very visibly on the fairing and on the drivers’ overalls. Many expected a dominance of the color red, just because of the presence of the new partner, but actually blue and white are the colors of the new AT04 as per tradition.

PKN ORLEN is one of the largest oil and gas companies in Central Europe, a global brand, operating on 6 continents, in more than 100 countries around the world. Once again proof that Formula 1 is an incredible and powerful global marketing platform, offering various levels of sponsorship programs to all kinds of companies.

Confirmed sponsor FlexBox, whose logo is back on the machine.

Team AlphaTauri also adds partner in the
suitcase sector to its list of partnerships
as well as other Formula 1 teams. Suitcases and travel bags are an essential item for drivers and staff who travel the world year-round; just think that the 2023 Formula 1 calendar consists of 23 races, starting in March in Bahrain and ending in November in Abu Dhabi.

Therefore, the collaboration with Swedish brand Carl Friedrik, the team’s new official luggage supplier, is perfect.

Carl Friedrik is a leather and travel goods brand founded in 2012 by Swedish brothers Niklas and Mattis Oppermann, who will launch a limited-edition carry-on suitcase in collaboration with Scuderia AlphaTauri specifically for this partnership, with exclusive colors and materials inspired by the Italian Formula One team.


McLaren celebrates an important anniversary by unveiling the new MCL60 with the youngest pair of drivers on the grid.

Lando Norris and Oscar Piastri kick off a new chapter in McLaren history in the very year of McLaren Racing‘s 60th anniversary celebration.

Unveiled at the McLaren center in Woking the wonderful new McLaren MCL60. 60 like the 60-year anniversary of the British team. So begins a new adventure with the transition of Andrea Stella from Executive Director to F1 Team Principal and the arrival of FIA Formula 2 champion in 2021 Oscar Piastri who will join beloved Briton Lando Norris.

The main news is precisely the arrival of the new driver who replaces Australian Daniel Ricciardo.

Oscar Piastri makes his Formula 1 debut with McLaren after a series of events that saw him involved in a dispute with his presedent team last year.

He thus makes his McLaren debut today alongside Lando Norris, a young and certainly fierce duo, ready to fight for top spots on the grid in the upcoming season that is about to begin and also in marketing and activations. The McLaren team is certainly one of the most active teams in creating content and activations that they spread across all social media platforms to engage and engage fans. And the riders are incredible professionals even when they take off their helmets and leave the track. Perfect and strong testimonials for the team’s corporate sponsors.

Certainly also because of the media power and creativity of the team and drivers, the list of sponsors and partners of the McLaren team is really long, prestigious and loyal.

BAT, OKX in cryptocurrency exchanges, the blockchain Tezos, via Dell Technologies, Android, Google Chrome very large and visible on the top of the machine, Darktrace, alteryx, DP World (new sponsor as of this season), arrow, Hilton, Unilever, Jack Daniels, Tumi, DeWalt, CocaCola, Goldman Sachs, Deloitte, Cisco, Richard Mille, New Era, SunGod and many others.

McLaren confirms partnership with Castore, an apparel brand that introduces new 2023 teamwear line already available to buy.

The ever-present papaya color, but also lots of black characterize the new livery of the beautiful MCL60.


Great anticipation for the launch of Aston Martin Aramco Cognizant AMR23, which introduces its new driver…Fernando Alonso.

From the brand new Headquarters at the Silverstone circuit, Chairman Lawrence Stroll and Team Principal Mike Krack welcome multiple champion Fernando Alonso who leaves Alpine and comes to Aston Martin; new big adventure, “perhaps the biggest adventure of my life” for the 41-year-old two-time world champion who goes to join the young Canadian Lance Stroll.

This is certainly the biggest news that the for the British team that replaces German champion Sebastian Vettel, who retired in 2022 from Formula 1.

Title Partner Cognizant and Strategic Partner Aramco are confirmed with great brand visibility on the car and drivers and are accompanied by many existing sponsors and partners such as Peroni,, Netapp, and with Alonso come some historical sponsors such as CITI, a banking group that follows the driver and lands on the Halo of the new AMR23.

Great media impact and creativity will certainly come from the new Hugo Boss Official Teamwear, which with the Boss brand (also visible on the car and drivers’ suits) will be in charge of the production of the team’s official clothing, which can already be purchased online; a large, modern and stylish collection. A partnership full of freshness and glamour that will enliven the Formula 1 paddock with many of the testimonials and ambassadors who represent the brand around the world and in various fields; Khaby Lame, Matteo Berrettini, Kendal Jenner, Lee Minho, Naomi Campbell just some of the most famous names in the Boss lineup.

Another new partner is AvaTrade, which becomes the team’s Official Trading Partner.

As well as AlphaTauri, Aton Martin introduces its new Globe Trotter suitcase partner. A brand famous for its high-quality luggage collections, the British brand will present special, limited-edition pieces perfect for those who love to travel in style, sporting the Aston Martin Racing brand.

aston-martin-2023After these 3 launches there are only 3 more left and then the line up of Formula 1 2023 teams is ready.

With Ferrari, Mercedes and Alpine, we are ready for the start of the new championship, and we are looking forward to it.

If you are interested in understanding what
opportunities are still open with Formula 1 teams,
please feel free to contact us.

Can we help you sign your best sponsorship deal?

Silvia Schweiger
Silvia Schweiger
Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years.
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Formula 1 2023 teams: launches, liveries, drivers and sponsors – Alpha Tauri, Aston Martin, McLaren, RTR Sports
Formula 1 2023 teams: launches, liveries, drivers and sponsors – Alpha Tauri, Aston Martin, McLaren, RTR Sports