After deepening its ties to NASCAR in January, Tecovas is doubling down on its association with the racing world via its newest partnership.
On Tuesday, the Austin-based Western brand named Formula 1 driver Valtteri Bottas as a global brand ambassador. In his new role, Bottas will work closely with Tecovas to activate across the American Formula 1 races, beginning in Miami this spring. The company noted that fans can expect “unique collaborations, behind-the-scenes content, special events, and more” as the Finnish racing veteran “brings the spirit of the West” to the global stage of motorsport.
“Austin has always held a special place for me – it’s where I scored my first F1 points, and honestly, it’s one of the race weekends I look forward to most every year, which is why a partnership with Austin brand Tecovas made so much sense,” Bottas said in a statement. “I love the vibe of the city and the ‘no-nonsense’ spirit of Texas.”
As for how the partnership began, Bottas noted that the relationship “started naturally” last season when he was in Austin for a race.
“I’m a big believer in finding good people who make great things, and when I met the team at Tecovas, we just clicked, and it feels like the perfect time to officially join the Tecovas family,” the F1 driver continued. “It’s a brand that feels authentic to me, and I’m looking forward to representing the spirit of the West at tracks all over the world.”
Valtteri Bottas on day three of Formula One Aramco pre-season testing at Bahrain International Circuit on Feb. 20, 2026.
PA Images via Getty Images
Samantha Fodrowski, vice president of brand marketing at Tecovas, added that “there’s a certain freedom that connects racing and the West – a respect for skill, resilience, and wide-open possibility.”
“Valtteri embodies that spirit,” Fodrowski said. “He brings intensity and discipline to his craft, but also a bold, unmistakable personality. That mix of performance and independence really aligns with Tecovas and the modern West we represent. We’re so proud to welcome Valtteri to the Tecovas family.”
This news comes after Tecovas announced in January that it would make its debut as an associate sponsor aboard 2021 Daytona 500 winner Michael McDowell’s No. 71 Chevrolet ZL1 for the 68th running of the “Great American Race” Feb. 15 at Daytona International Speedway in Florida.
Following the season-opener, Tecovas continued to be showcased in an associate-sponsor capacity on McDowell’s No. 71 Chevy on March 1 at Circuit of the Americas in Austin before shifting to the No. 77 of Carson Hocevar at Charlotte Motor Speedway on Memorial Day weekend.
The move is part of a new deal between Tecovas and Spire Motorsports, which will see the Western brand appear during multiple other races across the organization for the season. Tecovas will also host trackside activations and promotional campaigns throughout the year as part of the deal.
