F1 star Alonso launches esports team

Spanish Formula One motor-racing star Fernando Alonso has launched his own esports team through a partnership with Swiss consumer technology brand Logitech and Spanish organisation G2 Esports.

FA Racing G2 Logitech G will compete across a variety of gaming titles on console and PC platforms, and will participate in current competitions.

Cem Bolukbasi has already signed up as a member of the team. Bolukbasi is a finalist at this year’s F1 esports championship, which will take place in Abu Dhabi this weekend alongside the series’ season-ending grand prix.

“Every Formula One driver is a gamer at heart," Alonso (pictured) said. "Competing on the virtual stage opens a vast amount of possibilities for young drivers that wouldn’t otherwise have a chance to get into racing. For the first time ever, fans are no longer just spectators but can take part in the game and maybe become real e-drivers on my team. I cannot think of better partners than G2 Esports and Logitech G to start this up with and I am raring to get going.”

F1’s head of commercial operations, Sean Bratches, added, according to the Autosport website: “Fernando's brand has been a pillar of the success of F1 in the linear world, and just like other brands going into other areas, he gives credibility.

"A lot of drivers and athletes, in their second career, go into business and I think while this is a fun participatory game, it is competition.

"It is a big business and it is just getting bigger. F1 and Fernando are getting in at the early stages, notwithstanding that it has been around a couple of years."

 Alonso, a two-time F1 world champion, races for McLaren-Honda, which in March entered into a multi-year partnership with Logitech, a developer of gaming equipment. McLaren-Honda also holds an esports competition that gives gamers the chance to serve as an official simulator driver for the team.

Most recent

After launching in Miami this spring, the Sports Decision Makers Summit – from SportBusiness and Sportel – came to London's Rosewood hotel on July 9-10. This is what we learned from our expert speakers.

Liverpool FC decided to arrange its own tour of the United States this summer, rather than compete in the pre-season International Champions Cup, because the club preferred to be "independent" and have more freedom to arrange opponents, dates and venues.

As the Tour de France moves towards its conclusion in Paris, Kevin Roberts talks to Ralph Denk, team manager of the German Bora-Hansgrohe team about the business of running and funding an international cycling outfit.

As France's Ligue 1 is staging a four-team tournament in Washington DC this week, Bob Williams looks at how it aims to expand its reach into the US and improve overseas media-rights income.