Sebastian Vettel surprised the whole F1 world by announcing his retirement on July 28th, and from that moment, several names of his potential replacement filled headlines and news, yet few expect that name to be the two-time world champion: Fernando Alonso. Since that announcement, Spanish media and Alonso’s supporters started to dream of a magic season, a new chapter of “Magic Alonso” that fed that dream in the first race of the season. F1 in Spain is doing great, and Fernando Alonso is to blame. But not only did Fenrndo Alonso play his part, but also Carlos Sainz. There is no secret that Drive to Survive is playing a key role in promoting the sport, although the effort most of the drivers have put in developing their own brands has also made a difference, and in this regard, Fernando Alonso is a great example of branding.

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