Xbox partners up with F1 team BWT Alpine as console partner

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Xbox and BWT Alpine F1 Team have announced a multi-year partnership that will make Xbox the team’s Official Console Partner and PC Game Pass an Official Partner. 

This is the first time that Xbox has partnered with a Formula 1 team, and it marks a significant expansion of the company’s sports partnerships portfolio following the England and France soccer federations and the WNBA’s New York Liberty and Atlanta Dream.

“Xbox and Alpine share common values when it comes to diversity, equity, and inclusion, and we look forward to bringing the joy and community of gaming and racing to more people around the world through this exciting partnership,” says Jerret West, CVP Gaming Marketing at Xbox, in the announcement.

The partnership will kick off this weekend at the F1 Lenovo Japanese Grand Prix, where Xbox and PC Game Pass logos will be visible on the halo of BWT’s car, in addition to Microsoft’s existing sponsorship logo on the front wing’s endplate.

Maybe an Alpine F1 car on a Forza racing game series? That’s too soon to say, especially since the Renault R.S.17 back in 2017. Still, one can hope. 

“We are extremely pleased to be partnering with Xbox, a household name and strong leader in the gaming industry,” says Alpine’s VP, David Gendry.

Elsewhere in the Forza world, Forza Horizon 6 may be coming soon, as Microsoft opened vacancies for the team in recent weeks.