Sinner Announces Brand Collaboration With Formula 1 To Promote Motorsport

| by Nurein Ahmed

Jannik Sinner has a struck partnership with Formula 1, the highest class of international auto racing, ahead of the 2024 ATP season.

Sinner, the joint highest top-ranked Italian man in history at World No. 4, announced this new multisport collaboration on his official account on X (formerly Twitter), in which he expressed his honor to work with the "best of motorsports" and was excited about the pursuing the venture.

The 22-year-old was once a standout junior in skiing before he took up a career in tennis, and it is only natural that he also grew up loving motor racing. Sinner will now become a "Friend of F1, " an acclaimed responsibility.

Sinner will attend several F1 Grand Prix races next year, where he'll have special access to the paddock and be tasked to promote the sport through fan engagement. According to F1 Chiefs, the acquisition of Sinner is meant to strengthen ties between the two sports and encourage crossover of the fan bases.

Sinner Voted As 2023 ATP Fans' Favorite Singles Player, Outshines Djokovic & Alcaraz
Sinner Voted As 2023 ATP Fans' Favorite Singles Player, Outshines Djokovic & Alcaraz

The news of Sinner's latest brand engagement couldn't have been timely on a day when he was voted by tennis fans online as the ATP Fans' Favorite singles player.

According to Formula 1 President Stefano Domenicali, one of the principal reasons for fostering a deal with one of the world's best tennis players at this moment is to "grow and engage new and diverse fans" and elected to work with a prominent player from a different sport.

Formula 1's popularity has soared to impressive levels in recent years. This has been reflected in high attendance counts and massive television viewership numbers. In a statement on the F1 website, the ATP World No. 4 could not conceal his delight.

"Being Italian, F1 is in my blood, so I couldn’t be more excited to be working with not only the best brand in motorsports, but the best sports platform in the world. I am honoured to be given this opportunity and truly thrilled to be a Friend of F1."

"I want to help showcase the amazing things that [the] sport of racing has to offer and Formula 1 are the perfect partner to do so. This relationship is something totally different and unique, we’re both in such competitive environments and I think there’s a lot of synergies between the two, which this partnership will showcase."

Sinner Becomes Youngest Winner Of ATP Fans' Favorite Award Since Federer
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