Marketing and Sponsorship
During the years Alfa Romeo has been marketed with different slogans like: "The family car that wins races" used in the 1950s in Alfa Romeo 1900 marketing campaign, "racing since 1911" used on most 1960s Alfa advertisements, In the 1970s the Alfa Romeo 1750 GTV was marketed as "if this kind of handling is good enough for our racing cars, it’s good enough for you." The Giulia Sprint GTA was marketed as "The car you drive to work is a champion". More recent slogans used are "Mediocrity is a sin", "Driven by Passion", "Cuore Sportivo" and "Beauty is not enough".
As part of its marketing policy, Alfa Romeo sponsors a number of sporting events, such as the Mille Miglia rally. It has sponsored the SBK Superbike World Championship and Ducati Corse since 2007, and the Goodwood Festival of Speed for many years, and was one of the featured brands in 2010 when Alfa Romeo celebrated its 100th anniversary. The Alfa Romeo Giulietta has been used since Monza 2010 race as the safety car in Superbike World Championship events.
In 2002, Alfa Romeo I, the first Alfa Romeo super maxi yacht was launched. She has been first to finish in at least 74 races including the 2002 Sydney—Hobart Race. A new state-of-the-art super maxi, Alfa Romeo II, was commissioned in 2005, measuring 30 metres (98 ft) LOA. Alfa Romeo II set a new elapsed-time record for monohulls in the 2009 Transpac race, of 5 days, 14 hours, 36 minutes, 20 seconds She has been first to finish in at least 140 races. In mid-2008 Alfa Romeo III was launched for competitive fleet racing under the IRC rule. Alfa Romeo III measures 21.4 metres (70 ft) LOA and features interior design styled after the Alfa Romeo 8C Competizione.
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