Sauber’s renewal of its Alfa Romeo title partnership deal – which Reuters reports has now been confirmed for 2023 – extends a unique Formula 1 arrangement for another season.

Alfa Romeo is a ‘works’ F1 team in the loosest possible sense. It is an extreme interpretation of an advertising campaign – title sponsorship with the perks of that sponsor being a famous car brand rather than some cryptocurrency or NFT nonsense.

The purpose of the way this deal is structured is to keep the options open for both parties. While the Alfa Romeo money and prestige are obviously of importance to Sauber, it is not as though it shapes its entire infrastructure. And while being in F1 is of great interest to Alfa Romeo, that’s only the case while this cut-price approach remains valid.

The arrangement currently works well for both parties. Alfa Romeo CEO Jean-Philippe Imparato – whose reported remarks today come ahead of any planned official announcement – is particularly pleased with what he describes simply as a “fantastic return on investment” for his company.

“It was very simple, the guide we had together with Fred [Vasseur] is I want to be ‘up’,” Imparato told The Race about the requirements from Alfa Romeo’s side for 2022.

“Progress. P8, P7, P6, P5, I don’t care. Up. And with the right level of return on investment in terms of exposure of Alfa Romeo, compared with the investment we make.

alfa romeo’s ‘bet’ on sauber and a unique f1 deal has paid off

“Formula 1 is a fixed marketing expense. And if you want to justify in front of our people in the company that you are spending a huge amount of money in Formula 1, you must have the right return on investment. It’s key.

“So we said on the competition side, we want to be up. And on the marketing side we want to be above in terms of return on investment.

“I have to say that I benefit from the fantastic movement of Formula 1. The trend is positive and ROI [return on investment] is positive.”

Sauber was something of a gamble for Alfa Romeo. Tying yourself to a back-of-the-grid team isn’t a good look for a premium manufacturer.

But even that level of visibility in F1 seemed to be ticking some important boxes at Alfa Romeo and the pitch from Sauber and team boss Frederic Vasseur was ‘hold on, because this is going to get better on-track’.

Alfa Romeo is on an upward trend and its gamble on sacrificing 2021 to focus on the new technical regulations is paying off. After the team finished eighth, ninth and ninth in the constructors’ championship in its three years as Alfa Romeo so far, it is currently sixth in the standings with new signings Valtteri Bottas and Zhou Guanyu.

That puts it on course to score its best championship finish since 2013, before it fell into financial ruin, which this era of Sauber ownership rescued it from.

alfa romeo’s ‘bet’ on sauber and a unique f1 deal has paid off

And Imparato says there are various reasons why Alfa Romeo decided to trust Sauber, with a mix of past loyalties playing into the decision he made, after taking charge of the company last year, to renew the deal with the inclusion of annual assessments.

“It’s a bet,” he says. “And not only a bet by the way because the first time we met with Fred Vasseur was probably in April or May and we had to take the decision in July.

“Sometimes in life, it’s something you feel at first sight.

“We have a positive, good contact with Fred and the team. I highly appreciate the support for years from Finn Rausing. Not only with the team, but Alfa Romeo. And I highly appreciate that.

“So, in this company, Alfa Romeo, we are a tribe. We are not a brand. And a tribe means loyalty as well. So, we do not forget where we are coming from. We do not forget the guys who trusted us. We do not forget the fact that one day Mr [Sergio] Marchionne put Alfa Romeo back in Formula 1.

“This is key, and we highly value, highly respect that. And as we do not want to change every morning, we consider that the partnership with Sauber is stable.

“You have to understand that I don’t want to change strategy every morning. Because the world is fragmented. Because we can be at war tomorrow morning. Because we can face huge problems in so many areas of business. OK – but we want to be stable.”

alfa romeo’s ‘bet’ on sauber and a unique f1 deal has paid off

The flexibility of this relationship is a great fit for Imparato, who you can probably tell is dead against any kind of binding long-term agreement. The same attitude that means Alfa Romeo’s unlikely to ever be a true F1 manufacturer under Imparato’s leadership also facilitated this deal (which works so well for Alfa Romeo) in the first place.

It’s why Imparato’s not blind to the potential consequences of Audi’s interest in Sauber, for example, but is also pretty non-plussed about how that could end up killing off his own company’s partnership.

The nature of the original deal means a short-term extension is all their fresh commitment can be. But that’s by design.

If Alfa Romeo is to exit F1 in the next few years, it will do so after a spell of great value. Imparato sees it that plainly. That’s why the deal has reportedly been re-confirmed and takes the form that it does, Sauber operating the team and Alfa Romeo, in Imparato’s words, only caring about the “activation” it can do around F1.

“Some of our competitors are very heavily locked in,” he says.

“Sauber is not locked. We are not locked. But we are working together because we love motorsport. That’s it.

“It is another business model invented in this type of discipline that is probably different to what we did in the past.”

Keyword: Alfa Romeo’s ‘bet’ on Sauber and a unique F1 deal has paid off

CAR'S NEWS RELATED

Alfa Romeo Vittoria: A Rare Automotive Masterpiece?

In 1985, the Alfa Romeo 75—referred to as the Milano in North America—was unveiled as a small sports sedan to rival the BMW 3 Series (E30). The Giulietta was superseded by this model, which was manufactured until 1992 and made way for the Alfa Romeo 155. An Italian coachbuilder ...

View more: Alfa Romeo Vittoria: A Rare Automotive Masterpiece?

One-Off Alfa Romeo 75 With Weird Design Could Grab $167,000 At Auction

A coachbuilder gave it a hand-beaten aluminum body with SZ cues.

View more: One-Off Alfa Romeo 75 With Weird Design Could Grab $167,000 At Auction

Brazing workshop, a drive in Mercedes & a repair job on my Alfa Romeo

I had enrolled in an activity where folks from a nursing home were taken for a little tour in classic cars. BHPian Jeroen recently shared this with other enthusiasts. Last Saturday I participated in my third “Brazing” Workshop. I have written about brazing before. It is a very useful ...

View more: Brazing workshop, a drive in Mercedes & a repair job on my Alfa Romeo

Alfa Romeo F1 boss clarifies Audi exit rumours: 'The commitment is there'

Alessandro Alunni Bravi has responded to rumours suggesting that Audi are prepared to pull the plug on their F1 project for 2026. Audi is set to join the F1 grid in 2026 for the new technical regulations, taking over the existing Sauber (currently named Alfa Romeo) team. However, rumours have ...

View more: Alfa Romeo F1 boss clarifies Audi exit rumours: 'The commitment is there'

How many seats are there in the Alfa Romeo Tonale?

The recently launched Alfa Romeo Tonale is at the receiving end of plenty of attention, as it's a great-looking car with premium features. How many seats does it have, though? The recently launched Alfa Romeo Tonale is a compact crossover SUV competing with the likes of the Audi Q3 and ...

View more: How many seats are there in the Alfa Romeo Tonale?

GTA Motorworks Alfa Romeo Tipo 33 Stradale

GTA Motorworks Alfa Romeo Tipo 33 Stradale. Replica based on the 1967 Alfa Romeo 33 Stradale. The original was built to offer racing technology to the public, which makes it cool. It’s also a very cool looking sports car.

View more: GTA Motorworks Alfa Romeo Tipo 33 Stradale

Retro-Inspired Bodykit for the Alfa Romeo Giulia

ErreErre Fuoriserie, a Turin-based coachbuilder, has unveiled a retro-inspired body kit for the Alfa Romeo Giulia, which was initially showcased as a concept in mid-2022. The finalised kit has undergone several revisions and has elicited mixed opinions. The modifications to the Giulia begin at the front, where the saloon ...

View more: Retro-Inspired Bodykit for the Alfa Romeo Giulia

What is the cheapest Alfa Romeo you can buy?

Alfa Romeo has made emotion-stirring cars for over 100 years but with just 3 models on sale today which is the cheapest? Italian stunners If Alfa Romeo has done one thing correctly through its 123 years, it’s that their cars are achingly beautiful and its designs manage to stir up ...

View more: What is the cheapest Alfa Romeo you can buy?

1955 Alfa Romeo 1900C Super Sprint Coupe

1930 Alfa Romeo 6C 1750 Third Series Super Sport Spider

1966 Alfa Romeo Spider Duetto

Visiting the Alfa Romeo Museum in Italy: My experience via pictures

Is the Alfa Romeo Tonale a 7-seater?

Next-Gen Alfa Romeo Stelvio Rendered With Radical Redesign, EV Powertrain

Alfa Romeo Minivan Not Ruled Out By Design Boss

Best-selling car from every brand in South Africa

McLaren P1 Designer Finds Alfa Romeo 33 Stradale Design Almost Perfect

Addressing the Audi F1 pull-out rumours

1963 Alfa Romeo Giulia 1600 Spider

1975 Alfa Romeo Giulia GTA 1300 Junior Stradale

OTHER CAR NEWS

; Top List in the World https://www.pinterest.com/newstopcar/pins/
Top Best Sushi Restaurants in SeoulTop Best Caribbean HoneymoonsTop Most Beautiful Islands in PeruTop Best Outdoor Grill BrandsTop Best Global Seafood RestaurantsTop Foods to Boost Your Immune SystemTop Best Foods to Fight HemorrhoidsTop Foods That Pack More Potassium Than a BananaTop Best Healthy Foods to Gain Weight FastTop Best Cosmetic Brands in the U.STop Best Destinations for Food Lovers in EuropeTop Best Foods High in Vitamin ATop Best Foods to Lower Your Blood SugarTop Best Things to Do in LouisianaTop Best Cities to Visit in New YorkTop Best Makeup Addresses In PennsylvaniaTop Reasons to Visit NorwayTop Most Beautiful Islands In The WorldTop Best Law Universities in the WorldTop Richest Sportsmen In The WorldTop Biggest Aquariums In The WorldTop Best Peruvian Restaurants In MiamiTop Best Road Trips From MiamiTop Best Places to Visit in MarylandTop Best Places to Visit in North CarolinaTop Best Electric Cars For KidsTop Best Swedish Brands in The USTop Best Skincare Brands in AmericaTop Best American Lipstick BrandsTop Michelin-starred Restaurants in MiamiTop Best Secluded Getaways From MiamiTop Best Things To Do On A Rainy Day In MiamiTop Most Instagrammable Places In MiamiTop Interesting Facts about FlorenceTop Facts About The First Roman Emperor - AugustusTop Best Japanese FoodsTop Most Beautiful Historical Sites in IsraelTop Best Places To Visit In Holy SeeTop Best Hawaiian IslandsTop Reasons to Visit PortugalTop Best Hotels In L.A. With Free Wi-FiTop Best Scenic Drives in MiamiTop Best Vegan Restaurants in BerlinTop Most Interesting Attractions In WalesTop Health Benefits of a Vegan DietTop Best Thai Restaurant in Las VegasTop Most Beautiful Forests in SwitzerlandTop Best Global Universities in GermanyTop Most Beautiful Lakes in GuyanaTop Best Things To Do in IdahoTop Things to Know Before Traveling to North MacedoniaTop Best German Sunglasses BrandsTop Highest Mountains In FranceTop Biggest Hydroelectric Plants in AmericaTop Best Spa Hotels in NYCTop The World's Scariest BridgeTop Largest Hotels In AmericaTop Most Famous Festivals in JordanTop Best European Restaurants in MunichTop Best Japanese Hiking Boot BrandsTop Best Universities in PolandTop Best Tips for Surfing the Web Safely and AnonymouslyTop Most Valuable Football Clubs in EuropeTop Highest Mountains In ColombiaTop Real-Life Characters of Texas RisingTop Best Beaches in GuatelamaTop Things About DR Congo You Should KnowTop Best Korean Reality & Variety ShowsTop Best RockstarsTop Most Beautiful Waterfalls in GermanyTop Best Fountain Pen Ink BrandsTop Best European Restaurants in ChicagoTop Best Fighter Jets in the WorldTop Best Three-Wheel MotorcyclesTop Most Beautiful Lakes in ManitobaTop Best Dive Sites in VenezuelaTop Best Websites For Art StudentsTop Best Japanese Instant Noodle BrandsTop Best Comedy Manhwa (Webtoons)Top Best Japanese Sunglasses BrandsTop Most Expensive Air Jordan SneakersTop Health Benefits of CucumberTop Famous Universities in SwedenTop Most Popular Films Starring Jo Jung-sukTop Interesting Facts about CougarsTop Best Hospitals for Hip Replacement in the USATop Most Expensive DefendersTop Health Benefits of GooseberriesTop Health Benefits of ParsnipsTop Best Foods and Drinks in LondonTop Health Benefits of Rosehip TeaTop Best Air Fryers for Low-fat CookingTop Most Asked Teacher Interview Questions with AnswersTop Best Shopping Malls in ZurichTop The Most Beautiful Botanical Gardens In L.A.Top Best Mexican Restaurants in Miami for Carb-loading rightTop Best Energy Companies in GermanyTop Best Garage HeatersTop Largest Banks in IrelandTop Leading Provider - Audit and Assurance In The USTop Best Jewelry Brands in IndiaTop Prettiest Streets in the UKTop Best Lakes to Visit in TunisiaTop Highest Mountains in Israel