Formula 1 racing team, Scuderia AlphaTauri, has appointed motorsport platform, DTM commercial director, Lars Stegelmann, to their newly created head of commercial position.
Stegelmann, an experienced network sales, communications, and marketing expert, will lead the global partnership acquisition processes which combine motorsport, high-tech, and fashion with a lifestyle orientation as part of the team’s direct connection to premium fashion brand, AlphaTauri.
The new head of commercial brings 15 years of experience into the role, having led various commercial teams, including the 2010 FIFA World Cup and UEFA, as well as collaborating with companies in advisory positions at Nielson Sports, Media & Entertainment.
Additionally, he was previously involved in sales and marketing concept development, and the implementation of Formula E.
Commenting on his appointment, Lars Stegelmann, said: “Formula 1 is booming and is offering companies excellent activation and communication opportunities, premium hospitality and awareness on a global scale like no other sport series.”
“The positioning of Scuderia AlphaTauri fits perfectly into the current times and offers a first-class platform for companies that want to appear modern, young and dynamic, digital, design and technology-oriented.
“I look forward to making my contribution to further global development,” he said.
Scuderia AlphaTauri team principal, Franz Tost, added: “Interest in Formula 1 has developed extremely well, with the support of Lars, we also want to develop our commercial activities.”
“He has an exciting mix of strategic know-how, international sales experience, and a great understanding of the advertising industry,” he said.
