Luxury electronics manufacturer Bang & Olufsen has this week announced a new brand partnership with Ferrari’s F1 team ahead of the 2023 season.

The Danish brand’s logo will now appear on Charles Leclerc and Carlos Sainz’s cars throughout the championship, giving it potential access to billions of impressions around the world.

“We are pleased to welcome Bang & Olufsen on board as an Official Partner. For almost a century, the company has been a byword for state of-the-art audio technology, combined with cutting edge design,” Ferrari CEO, Benedetto Vigna said.

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“Like Ferrari, Bang & Olufsen is a point of reference in its field, pushing the boundaries in this sector through constant research into materials and style. The two companies have a lot in common, therefore we have high expectations for this partnership”.

As part of the deal, Bang & Olufsen will also collaborate closely with Ferrari to deliver what it calls ‘best-in-class’ Formula One fan experiences which will be held trackside at the team’s facilities during every Grand Prix race, and globally across Bang & Olufsen’s stores.

Bang & Olufsen CEO Kristian Teär added: “Bang & Olufsen is built on innovation, exceptional craftsmanship and world class performance and we are fuelled by a passion to create magical moments for our customers. The second you get in touch with our brand, we want that moment to be magical, luxurious, and timeless, and we believe that Scuderia Ferrari is the perfect partner to build these moments for music and Formula 1 fans alike”.

The news follows the unveiling earlier this week of a new visual identity for the Aston Martin F1 team designed by international agency Havas.