IN CONVERSATION WITH GENEVIEVE TEARLE, ON THE EXCLUSIVE PARTNERSHIP BETWEEN CATAWIKI, DANIEL RICCIARDO AND ALPHATAURI
interview by JANA LETONJA
It must have been a rare view for Amsterdam inhabitants last Thursday, with Daniel Ricciardo taking his former Formula 1 car for a spin on the Amsterdam canals. The remarkable ride unveiled the new online auction ‘A Decade of Daniel’ by Scuderia AlphaTauri on Catawiki, the online marketplace for special objects. The auction celebrates Ricciardo’s Formula 1 career and features several objects from his legacy, offering fans the opportunity to own a piece of racing history. Part of the proceeds of the special auction will be donated to the not-for-profit foundation Wings for Life, which is dedicated to finding a cure for spinal cord injury.
Ricciardo presented the key auction items at an exclusive event in Amsterdam hosted by presenter and racing driver Vittoria Piria. To the delight of fans and spectators, he arrived there in style by bringing his STR7 to the event by boat. The Formula 1 driver who recently returned to the grid, shared some of his most special memories in his Formula 1 career reflected by the items that are going under the hammer.
The ‘Decade of Daniel’ auction also offers other unique collectables coming straight from the Scuderia AlphaTauri and Scuderia Toro Rosso archives, carefully selected by Catawiki motorsports experts. Highlights include the STR4 mock-up car from 2009, the full gearbox from the STR8 car and Max Verstappen’s Scuderia Toro Rosso 2016 preseason race kit. Items from the current F1 season, signed by the drivers, will also be part of the auction.
The auction is part of a series of five online auctions held this year, which aim at bringing the world of Formula 1 within the grasp of its passionate supporters. A total of over 300 collector’s items are bound to make their way to their fans this year. The first auction broke all previous records on Catawiki, attracting more than 200,000 unique visitors – from as far from Amsterdam as Japan and Hawaii – and counting over 2,500 bids. This immense response from fans reflects the craze for sports memorabilia; one of the fastest growing categories on Catawiki.
Can you share how the partnership between Catawiki, Daniel Ricciardo and AlphaTauri came about? What led to the creation of this series of auctions?
Our sports category is experiencing rapid growth, driven by key partnerships. It all started with AS Monaco, which garnered significant attention. We then engaged with Grupama FTG, a Tour de France cycling team. Concurrently, conversations with Scuderia AlphaTauri began, along with several other Grand Prix teams.
What set apart AlphaTauri was their willingness to open their warehouse, offering historical artefacts. This isn’t just about the latest signed items; it encompasses the histories of figures like Max Verstappen, Sebastian Vettel, Daniel Ricciardo and more.
Indeed, a unique approach. It’s remarkable to witness such collaborations. Why did Catawiki decide to venture into the sports industry and form partnerships with renowned sports figures?
Catawiki originated in comic books and expanded into various collectibles, including arts, interiors and luxury. Over the past four to five years, we’ve embraced sports. Experts guide us, ensuring authenticity. Our growth accelerated with partnerships like AS Monaco and, more recently, AlphaTauri, as Formula One’s popularity surged with ‘Drive to Survive’.
The collaboration with Daniel Ricciardo and AlphaTauri brings attention to both the business and charitable aspects. The sight of Daniel cruising his former STR7 Formula One car on Amsterdam’s canals was captivating. How does such a spectacle help shed a light on what Catawiki and Daniel are doing for the community with these auctions?
The spectacle spoke for itself indeed, drawing attention from onlookers. It’s not every day a Formula One car graces Amsterdam’s canals. Daniel’s charisma and popularity, even off the track, make this even more unique.
He’s indeed a charismatic figure. The way he engages with fans is remarkable.
Absolutely, and his fondness for Dutch stroopwafels adds to his charm. We’ve even brought some for him on the boat, hoping to appease his ‘hangry’ moments.
How satisfied are you with this project’s outcome? What are your expectations for this auction?
There are two aspects to consider. For AlphaTauri, it’s about connecting with fans and sharing their story. For Catawiki, it’s an opportunity to introduce ourselves to a new audience. Additionally, we’re excited about the auction, hoping these unique items find new homes and enrich the experience for all parties involved.
It’s a blend of brand promotion and providing fans with invaluable connections to their favorite teams and athletes. Genevieve, thank you for sharing your insights.
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About Scuderia AlphaTauri
Scuderia AlphaTauri is an Italian Formula One racing team, owned by Red Bull. From 2006 to 2019 it was known as Scuderia Toro Rosso and since 2020 the team is named after the fashion brand AlphaTauri which was founded by Red Bull in 2016 as a brand extension in the fashion world. “Challenging the status quo for excellence” summarises the shared mindset of this strategic partnership. United by the Red Bull heritage, both parties are pioneers in their own field and come together to push boundaries through innovations, in motorsport and in fashion.