All work
Gaming & consumer partnership
Microsoft Xbox
x Alpine F1 Team
Taking a decade-long enterprise partnership to a consumer audience with Xbox
Context
Microsoft entered the team in 2012 through its Dynamics brand, added Lumia devices in 2015 and became a full team sponsor under the Renault identity in 2017. The partnership had been built on Microsoft's enterprise business. In 2023, it was time to open a consumer chapter.
Deal structure
Xbox became Official Console Partner and PC Game Pass Official Partner of the Alpine F1 Team, in a multi-year deal.
The foundation
- The team ran on Dynamics 365, Azure, Power BI and Office 365, a live showcase of Microsoft's enterprise stack in the most data-intensive sport in the world
- AI-driven analysis of 30 to 50 billion data points generated every race weekend
- 20% efficiency gain on selected manufacturing processes, from design to storage
Results
- Two Xbox partner categories secured in a multi-year deal
- A relationship that grew from one product brand to several Microsoft brands over more than a decade
Our takeaway
The strongest partnerships put the brand's product inside the performance story. That is what drives retention and upsell.
Partnership led by Antoine Magnan, then Head of Partnerships at Renault Sport Racing / Alpine F1 Team.