Inspiring Sports Marketing
A partnership between online auction house Catawiki and Formula 1 (F1) team Scuderia AlphaTauri seeks to bring fans closer to the racing and their hero Yuki Tsunoda through an Autumn initiative based around an exclusive limited-edition comic art series titled ‘The Yuki Trilogy’.
Online marketplace Catawiki returned to its foundational comic book roots when it curated and chronicled the life of Scuderia AlphaTauri driver Tsunoda through an exclusive comic series – signed by the driver – and available to fans via a special online auction running from 20 September through 1 October.
The comic series charts his rise from unexpected beginnings, through deeply personal off-grid moments, to participating at the pinnacle of motor sports in F1. Created by award-winning manga artist Inko Ai Takita, accompanied by Tsunoda’s own narration, the animated trilogy offers fans fresh insights into his racing career and his private life.
The first comic reveals how Tsunoda never expected to be a racing driver until he eventually got behind a wheel. The second showcases his national pride (which he wears close to his heart and his head with a unique helmet design that includes a Japanese maple leaf). The third ventures off the track and explores Tsunoda personal passions (from the sauna, to his mother’s chicken recipe).
The initiative is promoted through a digital first campaign spanning Catawiki, team and driver social channels and via a PR push.
As well as the limited edition, signed comics, racing fans and collectors also have an opportunity to acquire exclusive Yuki Tsunoda memorabilia from on Catawiki: including his signed Japanese Grand Prix racing gloves and signed 2021 and 2022 race suits, plus other items from Scuderia AlphaTauri’s warehouse (ranging from wings to an original STR5 car).
A portion of the auction’s proceeds are donated to the not-for-profit foundation Wings for Life: a charity dedicated to finding a cure for spinal cord injury.
Aiming to bring F1 closer to its fans, this auction partnership between Catawiki and Scuderia AlphaTauri takes place through a sequence of five online auctions running over the course of the year.
“Formula 1’s influence extends beyond mere racing, seizing the hearts of pop culture fans globally. Marrying this with Manga, a quintessential Japanese art form, is nothing short of electrifying.,’ said Catawiki Pop Culture Manager Frédéric Caufriez. ”The creation of this unedited comics trilogy under the deft touch of Inko Ai Takita also brings with it a touch of nostalgia for Catawiki, marking a commemorative journey back to the platform’s beginnings as a comic book haven,” Frédéric concluded.
“My first time behind the wheel, I just fell in love,’’ said Scuderia AlphaTauri driver Yuki Tsunoda in the campaign PR statement. “To witness my story through the lens of manga feels both nostalgic and exciting. It is a new glimpse into my journey”.
“Reimagining Yuki Tsunoda’s captivating journey in manga was both a challenge and an honour. His story’s essence, marked by passion, tenacity, and resilience, radiates from each page,” added artist Inko Ai Takita.
Comment
The fact that the year’s first two auctions found new homes for more than 300 F1 collectibles and attracted around 300,000 visitors reflects the potential success of such partnerships and the rise-and-rise of the sports memorabilia craze.
The high-octane world of F1 merges with the artistry of Manga and the technology of Catawiki in this inventive collaboration which brings race fans closer than ever to the intimate race journey and life of Scuderia AlphaTauri driver Yuki Tsunoda.
The race team and auction site have been working together for some time now and it is part of the outfit’s expanding sports tie-ups.
We like a comic campaign here at Activative. Some of our others favourites have included Scotiabank’s 2023 ‘The Hockey Book’ and ESPN and Marvel’s 2020 ‘NFL Draft Comic’ campaign, to the Jockey Club’s 2019 ‘Horse Super Heroes’ comics.
We also like a sports marketing auction initiative: check out some of the previous ones we have showcased in recent years like Dacia and Udinese’s ‘The Auction’ and te NRL’s 2016 ‘Instabilia’.
