Sara Errani Appointed Alfa Romeo Brand Ambassador

Alfa Romeo has announced tennis star Sara Errani as its new Brand Ambassador, strengthening its partnership with Italian tennis alongside Jasmine Paolini.

Alfa Romeo continues to strengthen its ties with the world of sport, positioning tennis as a key platform for engaging an international audience. The Italian carmaker has announced Sara Errani as its new Brand Ambassador, expanding an existing partnership with Jasmine Paolini and forming a duo that reflects different facets of contemporary Italian tennis.

The collaboration with Errani is presented as a natural extension of the brand’s long-standing commitment to sporting excellence and national identity. According to Alfa Romeo, the appointment goes beyond symbolism: Errani will take part in the brand’s communication initiatives and represent Alfa Romeo at events in Italy and abroad.

Errani’s selection is closely linked to the scope of her career. Over more than two decades as a professional player, she has won over 40 titles, reached world No. 1 in the WTA doubles rankings and climbed as high as No. 5 in singles. A defining highlight came at the Paris 2024 Olympic Games, where she claimed gold in women’s doubles alongside Jasmine Paolini, adding to a record that also includes multiple Grand Slam titles in doubles and mixed doubles.

For Alfa Romeo, Errani’s experience and international credibility complement Paolini’s energy and rise on the global stage. Together, the two athletes are intended to embody a balance between established expertise and emerging talent — a contrast the brand sees as closely aligned with its own DNA.

The announcement fits into a broader narrative. In the closing section of the release, Alfa Romeo explicitly links its sporting values to its current line-up, from the compact Junior and the updated Tonale to the iconic Giulia, Stelvio and the limited-run 33 Stradale, reinforcing the connection between performance, design and innovation.

Set against this backdrop, the partnership with Errani appears to be part of a longer-term strategy rather than a standalone initiative. Following earlier activations with Paolini and the expansion of its ambassador roster, Alfa Romeo is expected to continue using sport as a channel to reinforce its brand image, focusing on figures whose achievements and identity resonate strongly with Italian heritage.