Formula One motor-racing team Alfa Romeo Racing has partnered up with cartoon character Little Mole in an effort to reach out to a young audience.
Little Mole has become a team partner of Alfa Romeo, with effect from the weekend’s Monaco Grand Prix, and will receive brand exposure on the team’s cars for the remainder of the 2019 season.
Created by Czech animator Zdeněk Miler in 1956, Little Mole is popular across the world, most noticeably in central European countries, China, Japan, India and Russia.
Frédéric Vasseur, team principal of Alfa Romeo Racing, said: “There is a lot of focus on bringing new audiences to Formula One and Little Mole, with its big follower base all over the world, can help us capture the imagination of hundreds of thousands of children and get them closer to our sport.”