In Formula 1, Formula1

And after the presentations of the McLaren Racing teams with the new MCL60, Aston Martin Aramco Cognizant with the AMR23 and Scuderia AlphaTauri with the AT04, come Ferrari, Mercedes and Alpine.

Scuderia Ferrari unveils the blazing SF-23, Mercedes the new W14 and Alpine the A523


On Valentine’s Day, the Maranello team with Charles Leclerc and Carlos Sainz has presented the new Ferrari SF-23 to their sweethearts, the famous “tifosi” who have had Ferrari in their hearts and souls for as long as they can remember. Live from Fiorano, the drivers also give the grandstand of Ferraristi five laps on the track of the new, roaring single-seater.

Gorgeous as ever, with slightly darker red, the Ferrari SF-23 looks its best. We in this article look at it and comment on it from the point of view of the sponsors and partners, and we can say that the situation is quite similar to last season.

High visibility for Shell, Santander, aws, Ray-Ban, Richard Mille, Ceva Logistics, Genesys, Bitdefender, Estrella Galicia, HCLSoftware, Palantir.

The first change we notice is the presence of Bang & Olufsen as a new official partner, with their logo on the inside of the SF-23’s wing. The Danish brand, a symbol of excellence in audio technology is teaming up with the Formula 1 team to offer next-generation experiences to fans of the top automotive category through activations both on and off the track.

Another new partner is Ecopol, an innovative company that has introduced water-soluble and biodegradable films to the market, which are used more in the household cleaning products industry, offering the consumer a safe and environmentally friendly product.

Ecopol’s logo is also on the car, on the front suspension triangle.

Gone are some of last year’s sponsors such as the blockchain Velas, which had a great display on the car’s nose and wing last season, and Snapdragon a suite of system-on-a-chip manufactured by Qualcomm that we find on the Mercedes instead.

Great pressure for new Team Principal Frédéric Vasseur who says ” Our goal is to win the championship, but it will not be an easy task because our competitors will have exactly the same goal. We have to bring the right mindset with us and always work to be better tomorrow than we are today.”

So here are two of the contestants…

Lewis Hamilton and George Russel unveil the new Mercedes-AMGW14 from Silverstone


From Silverstone in the early morning, the Mercedes-AMG PETRONAS F1 Team presents the W14 with the 7-time world champion Lewis Hamilton who will run his 11th season with the team, the young George Russel who just turns 25 today, and Mick Schumacher who will be the third driver for the season. The trio clearly accompanied by Team Principal Toto Wolf.

Back in black for the Mercedes W14: the black livery is back, but in a matte carbon version, definitely replacing the aluminum, giving the car more lightness as well as a sleek but aggressive look. The black version emerged 2 years ago from a request by Lewis Hamilton as a message against racism; in fact, the “Black Arrow” debuted in Austria in 2020, at the height of the racial controversy caused by the killing of George Floyd in America.

Mercedes decided this year to permanently abandon the “silver Arrow” and run in the new black livery.

Great visibility for sponsors whose logos on the black background gain even more strength. No big news there; great brand awareness for Title Sponsor Petronas, as well as for TeamViewer on the front wing but also on both sides of the engine cover, Ineos, IWC, AMD, Crowdstrike, Solera, and Snapdragon switching from Ferrari to Mercedes and placed on the sides of the rear wing; Mercedes confirms that the technologies Qualcomm Snapdragon will be invaluable in creating unique experiences for fans, both in person and digitally, further evidence that Formula 1 partners are increasingly trying to leverage sponsorship to engage and engage fans.

Also visible on George Russell’s helmet and on the car is a new partner is G42, a leading artificial intelligence and cloud computing company based in the United Arab Emirates. G42, says Toto Wolf, will join forces with the Mercedes team to explore ways to implement cutting-edge artificial intelligence software and solutions into team operations to provide insights and improvements.

And finally comes Alpine with the A523


Presented in London by Luca de Meo, CEO of Renault Group together with Laurent Rossi, CEO of Alpine the new Alpine A523.

Also coming to Alpine is a new driver, Pierre Gasly, who takes Fernando Alonso’s place alongside Frenchman Esteban Ocon, with whom, moreover, they are close friends. Third driver was Australian Jack Dooan, son of Mick Dooan.

Otmar Szafnauer presents two liveries, a black and blue one, which will be the one he will run in most of the races, and a pink one, “La Vie En rose” customized for sponsor BWT.

And speaking of sponsors, there is no big news; confirmed BWT as Title Sponsor, Castrol, Bp Ultimate, Mobilize and Mapfre as Premium Partners, Microsoft, Binance, Kappa, Dupont, Bell&Ross, plug, Mandiant and many others.

The team’s goal is to consolidate last year’s results and close the gap with the top 3 teams RedBull, Ferrari and Mercedes.

The launches of the 10 Formula 1 2023 teams are completed, now all we have to do is wait for the debut on the track, and there are only 3 weeks left.

A brief reminder of the 2023 Formula 1 calendar: it starts on March 3 from Bahrain, the first European race will be Imola on May 21, the last race before the summer break will be Spa in Belgium on July 30 and then resume on August 27 in Holland. Last race of the season on November 26 in Abu Dhabi.

In the meantime, if you want to knowhow to invest in Formula 1, 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.
Recent Posts

Leave a Comment

Carlos Sainz