Tag: Official Partner

Singapore – Barilla, known for its pastas, has recently joined Formula 1 as its official partner following signing a multi-year deal with the popular motorsport event.

As an official partner, Barilla will have a strong presence both on and off the track and will encourage connection and the spirit of togetherness among fans, who will be able to enjoy dishes from the Italian brand’s Pasta Bars around the Paddock and in the prestigious Formula 1 Paddock Club.

Trackside signage, digital activations, and consumer promotions reaching millions of spectators worldwide will also bear the Barilla branding.

Moreover, the partnership will connect fans of both brands across the world, united by a passion for sports and the bonding tradition of sharing a meal.

Stefano Domenicali, President & CEO of Formula 1, said, “We are thrilled to welcome Barilla into the Formula 1 family, a collaboration flavoured with passion and heritage. Two stories that share the same values of excellence, authenticity and the pleasure of living extraordinary moments together.”

He added, “We cannot wait to start this incredible adventure with our new partner, certain that they will add an elevated taste to the emotions of F1.”

Meanwhile, Paolo Barilla, vice president of Barilla Group and former F1 driver, also commented, “A lightning-fast F1 car and a delicious plate of pasta: what do they have in common? At first, it may not be obvious, but behind both, and the effort that goes into making them, are skilled professionals, passionate and determined, driven by the desire to keep improving.”

He added, “Our greatest satisfaction is being able to offer all the men and women of F1, after an intense competition, a well-deserved plate of pasta.”

Lastly, Ilaria Lodigiani, chief category and marketing officer at Barilla, stated, “We look forward to welcoming all Formula 1 fans to the table every race weekend to enjoy both the thrill of racing and the comfort of a great meal. This partnership is an invitation to celebrate the moments that matter together, because we believe that sharing a meal has the power to turn strangers into family. At the track, at home, or around a table, Barilla and Formula 1 unite people beyond sport and cuisine.”

The new partnership is one of many partnerships Formula 1 has embarked on to boost fan engagement, including with LVMH and its vodka brand Belvedere, KitKat, and LEGO. It has also continued to score big brands as title sponsors for its races, including with Louis Vuitton for this year’s Australian Grand Prix, and the extension of Singapore Airlines’ title sponsorship for the Singaporean Grand Prix.

Singapore — The popular short-form mobile video platform, TikTok, has announced its partnership with the 31st Southeast Asian (SEA) Games. The biennial multi-sports event, which will be held in Hanoi, Vietnam, will run from May 12 until May 23.

As the event’s official supporter, TikTok will bring the latest sports highlights even closer to passionate fans in Singapore through shared and LIVE video content from official authorities and news media partners, geared toward spotlighting homegrown athletes across a diversity of sporting events. Users on the platform can also expect up-close-and-personal interactions with the local team as well as opportunities to showcase their support from home via specially designed in-app effects and initiatives.

Doreen Tan, user and content operations manager of TikTok Singapore, said, “The SEA Games is an exciting highlight on the regional sporting calendar for both athletes and fans.”

Tan adds, “TikTok has become a vibrant home for the sports community and, as the Official Supporter for the 31st SEA Games, is proud to be able to bring these memorable moments closer to Singaporeans, especially as the entire nation comes together to celebrate and cheer on our local athletes.”

Throughout the games, TikTok users will be able to reach and engage with millions of other SEA Games fans via the official hashtag, #SEAGames31. For Singaporeans, citizens can tap into the local hashtag, #GoTeamSG, to follow all the latest news and highlights about their home team, such as match updates, re-plays, trick shots, and more across the entire sports season.

Fans can also tap onto the newly launched in-app effects to celebrate the multi-sports event in style. These include effects such as clappers and confetti to cheer the team on as well as a fun augmented reality tool, launched in partnership with the Ministry of Culture, Community and Youth, that matches users with a SEA Games sport – from swimming, canoeing, fencing, and more.

TikTok has also collaborated with official authorities and hundreds of athletes across SEA like Quah Ting Wen, Quah Jing Wen, and Quah Zheng Wen, to name a few, to bring fans live updates from training, events, and celebrations, and sneak peeks into the lives of national athletes. Tiktok encourages users to use this as an opportunity to also engage with their favourite national athletes on the platform.