Xbox is one of the most familiar brands for gaming consoles. The brand supplies products all over the world. They have now announced that they are sponsoring the Alpine team to help them achieve success.
Alpine is currently in the market for a number of things. The team is struggling with performance leadership and financial stability. A few weeks back Ryan Reynolds and his investment partners purchased a share of the Alpine Formula 1 team.
After the 2021 season, Alpine hired Otmar Szafnauer to be the team’s principal. Before the Belgian Grand Prix, it was announced that Otmar would depart the team following the weekend. Now Alpine has accepted a sponsorship bid from Xbox.
Us 🤝 @AlpineF1Team
Xbox is now the Official Console Partner of the BWT Alpine F1 Team: https://t.co/h3TsD56sZC | #JumpIn pic.twitter.com/FhvIJpUlY0
— Xbox (@Xbox) September 18, 2023
The Xbox brand has an estimated worth of approximately $600 billion. So they have the capability to become a major sponsor for Alpine if required. Alpine could very much use this cash inflow to set a proper managerial structure to lead the team.
They already have 2 good drivers in Esteban Ocon and Pierre Gasly. As it stands, it doesn’t look like either of these drivers are going anywhere. Although both their contracts will expire after the 2024 season. If Alpine feels that they can compete for the Championship by 2025, they will need to make sure they have 2 drivers to accomplish the same. We can expect Alpine to make some more deals with other brands as well.
Will the Xbox-Alpine partnership force PlayStation to make their entry into Formula 1?
With Xbox partnering with Alpine, it could allow its competitors to enter the sport as well. If the partnership with Alpine helps Xbox sell more consoles around the world, we can expect PlayStation to make a deal as well.
However, if Alpine is not able to perform, Xbox will not be getting much brand recognition. In order for Alpine to perform, they will need to change a number of things. But the biggest issue they have is the engine.
It is no surprise that the Alpine power unit is one of the weakest power units on the grid. That is why they don’t have any customers for their F1 engines. They used to supply Red Bull, however, they were not able to satisfy the Austrian team to retain them as customers. Since then, Red Bull has been running with the Honda powertrain. They have already won 2 Championships with this partnership.
🚨| Xbox becomes the new Alpine’s Official Console Partner, and PC Game Pass is an official partner.
This will be a multi-year deal, and both Xbox and Xbox PC Game Pass logos will be on the car at selected races starting in this Japanese GP.#F1 #JapaneseGP pic.twitter.com/ZqnzrsRvpP
— Formula World (@Formula_World__) September 18, 2023
Although Alpine will need to develop its engine in order to start performing, it will not be able to do so until the 2026 season. Before the 2022 season, the FIA implemented an engine freeze that prevents the suppliers from making any upgrades to the engine. This has limited Alpine from bringing in engine upgrades.
Do you think Xbox’s partnership with Alpine will be beneficial for both parties? Post your answers in the comment section below.
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