SHERIDAN, WYOMING – May 8, 2025 – Alfa Romeo has announced a high-profile collaboration with international tennis star Jasmine Paolini, naming her as the brand’s new Global Brand Ambassador. The strategic partnership connects two icons of Italian excellence—automotive innovation and elite athleticism—to reinforce Alfa Romeo’s global positioning as a symbol of performance, passion, and style.
Paolini, whose 2024 season saw breakthrough victories and podium finishes on the global stage, will now represent the Alfa Romeo brand at major events worldwide. The partnership is part of Alfa Romeo’s ongoing strategy to align with talent that embodies its core values of elegance, competitiveness, and Italian heritage.
Strengthening Brand Equity Through Sports Ambassadorship
With a legacy spanning more than 115 years, Alfa Romeo has consistently positioned itself as more than a car manufacturer—it's a cultural icon of performance and design. By aligning with Jasmine Paolini, the brand deepens its ties to the world of professional sports, targeting emerging audiences and reinforcing its reputation for dynamic excellence.
“We are thrilled to welcome Jasmine to the Alfa Romeo family,” said Cristiano Fiorio, Head of Global Marketing and Communications. “Her energy and passion for tennis, combined with her determination to achieve new goals, represent the perfect combination of excellence, the same one we have cultivated at Alfa Romeo for over a century. We are confident that this collaboration will inspire a new generation of enthusiasts for both the sporting and automotive worlds, which have always been dominated by Italian creativity and ability.”
Paolini’s involvement will include participation in international brand campaigns, event appearances, and other marketing initiatives that highlight both her accomplishments and Alfa Romeo’s product innovation.
Elite Athletic Performance Meets Automotive Innovation
Jasmine Paolini, born in 1996 in Tuscany, has emerged as one of Italy’s most promising sports figures. Her recent accolades include:
- Winning the 2024 WTA 1000 title in Dubai
- Reaching the finals at Roland-Garros and Wimbledon
- Earning a gold medal in doubles at the Paris 2024 Olympics
- Leading Italy to victory in the Billie Jean King Cup
- Matching Francesca Schiavone's national record by reaching No. 4 in global rankings
“I am truly honored to become part of the Alfa Romeo Family: we share not only the same passion for sports, but we are both proud to represent Italy around the world,” said Paolini. “I found in Alfa Romeo vehicles the same attention to details, the same attitude for innovation to reach the highest performance.”
A Legacy of Sporting Partnerships
Alfa Romeo’s partnership with Paolini extends a longstanding tradition of collaborating with top-tier athletes and teams. The brand has previously supported notable figures such as tennis champion Jannik Sinner, Formula E driver Antonio Giovinazzi, MotoGP legend Jorge Lorenzo, and Bundesliga club Eintracht Frankfurt. This strategic alignment with high-performance individuals underlines Alfa Romeo’s positioning as a brand for those who pursue excellence—on the road and beyond.
Driving Passion Across Generations
Alfa Romeo’s product portfolio mirrors the spirit of its ambassadors. From the Giulia sports sedan and Stelvio SUV to the electrified Tonale C-SUV and the compact, stylish Alfa Romeo Junior, the brand delivers:
- Advanced driving dynamics
- Seamless connectivity and in-car technology
- Electrified mobility solutions for modern lifestyles
- Italian design tailored for the new generation
The Junior model, in particular, speaks to younger drivers with its fusion of high-tech features, urban agility, and authentic Italian flair—much like the dynamic persona Paolini brings to the court.
A Winning Formula for Brand Growth
This collaboration with Jasmine Paolini is more than a promotional alignment; it is a strategic investment in Alfa Romeo’s evolving brand narrative. By celebrating excellence in both sport and automotive engineering, Alfa Romeo continues to connect with global audiences seeking style, performance, and inspiration.
To explore the full Alfa Romeo range and learn more about the brand’s latest initiatives, visit www.alfaromeo.com.