Formula One has cemented its reputation as the hottest drinks sponsorship in sport, following Glenfiddich and Chivas Regal announcing major partnerships at the Las Vegas Grand Prix.
As the Ministry of Sport notes: “Formula One has experienced unprecedented growth in 2024, solidifying its position as a global sports and entertainment powerhouse. The sport’s business model continues to evolve, with significant increases in revenue, fan engagement, and sponsorship value.
“The sport’s social media following has grown by 25% since the start of 2024, with particularly strong performance on TikTok and Instagram. The F1 TV streaming service has seen a 40% increase in subscribers, driven by exclusive content and improved user experience.”
Glenfiddich revealed an exclusive long-term partnership with Aston Martin Formula One® Team, with the two promising to lean into each other to share expertise in design, innovation and craftsmanship, and engage more fans of F1® globally.
To honour this historic partnership, Glenfiddich has explored its archives to unearth a rare cask from 1959, paying tribute to Aston Martin’s debut in Formula One.
The 1950s were a defining decade for Glenfiddich; it was a pivotal time in shaping the future of single malt Scotch whisky. Casked by Gordon Grant, the third Malt Master, this whisky is a key part of Glenfiddich’s heritage. At a time when single malts were virtually unknown [beyond Scotland], this cask helped lay the groundwork for the category’s rise. Similarly, Aston Martin began its transformation into a global symbol of luxury, innovation and performance and paved the way for the team’s first foray into Formula 1 in 1959.
This unique Glenfiddich 1959 liquid is presented in a commemorative single bottle to celebrate the launch of the partnership.
William Grant & Sons CEO Søren Hagh said: “This partnership between Glenfiddich and Aston Martin Formula One® Team is rooted in a shared passion for excellence and innovation. Glenfiddich’s whisky-making heritage meets Aston Martin’s iconic presence in motorsport, creating a timeless yet forward-thinking partnership. Together, we’re inspiring a global audience, inviting them to experience a legacy built on dedication and mastery.”
Owner and Executive Chairman of Aston Martin Formula One® Team Lawrence Stroll said: “At Aston Martin Formula One® Team, we continuously push boundaries to set new standards, and Glenfiddich embodies that same spirit of perfection and innovation. The Las Vegas Grand Prix is the perfect stage to debut our partnership, and we’re excited to offer fans an unforgettable experience that transcends the racetrack and whisky world alike.”
Chivas Regal joins Scuderia Ferrari
Chivas Regal has been appointed ‘Official Team Partner’ of the Scuderia Ferrari HP Formula 1 team in a new global multi-year partnership that unites two iconic heritage brands.
Formula 1 Team Principal at Scuderia Ferrari HP Frederic Vasseur said: “We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail and craftsmanship – founded on years of tradition, while constantly evolving. Together, we share the desire to progress and set the benchmark in our respective fields of endeavour. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.”
Chivas Brothers Chairman & CEO Jean-Etienne Gourgues said: “This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal. Since its foundation, Scuderia Ferrari HP has been a true pioneer at the forefront of culture, making it the perfect partner for us to usher in this new chapter.
In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal’s mission of ‘I Rise, We Rise’.”
The partnership will also be used as a platform for Chivas Regal to raise awareness about the dangers of drink-driving, to drive positive impact among a global audience of passionate racing enthusiasts.
Drinks brands accelerate Australian Formula One partnerships
Drinks brands including St Hugo, Bundaberg Rum, Patient Wolf, Heineken, Canadian Club, Idle Hour and Jack Daniel’s all benefited from their partnerships with the 2024 Formula One Australian Grand Prix earlier this year.
Record-breaking crowds attended the event from 21-24 March 2024, with the biggest attendance in its history. Stands were packed with 452,055 fans from across Victoria, interstate and overseas.
According to The Australian: “Influencers, sports stars and corporates once flocked to the Birdcage at Melbourne’s Flemington Racecourse, where the Melbourne Cup was a must-attend gig on annual social calendars and the jewel in the state’s event crown.
“But impossibly fast cars and daredevil drivers featuring on Netflix’s Drive to Survive has rocketed the Formula One’s Australian Grand Prix to one of the most talked about spectacles in the country, and businesses are flocking to capitalise on surging crowds and appeal to a new audience of women.“
In celebration of its partnership with the McLaren Formula 1 Racing Team, Jack Daniel’s Tennessee Whiskey brought the exhilaration of the racing circuit to Melbourne’s streets by offering fans the exclusive opportunity to take a complimentary adrenaline-fuelled drive in a pair of luxury supercars via some of the brand’s favourite venues.
Jack Daniel’s Australia Senior Brand Manager Tom Rogers said: “Our partnership with the McLaren Formula 1 Racing Team is all about giving fans unique opportunities to celebrate the best in team sport. Through offering rides in some of the most exclusive supercars in Australia, we’re so excited to be giving fans the chance to not only see, but feel first-hand the thrill of being part of the pinnacle of racing.”
Australia’s Idle Hour Vodka celebrated its third consecutive year as an official sponsor of the iconic event.
With tickets for the 2024 Formula 1 Australian Grand Prix snapped up within hours of release, Idle Hour Vodka orchestrated grand prix-inspired cocktails and a vodka-infused degustation menu outside the Albert Park Grand Prix Circuit.
Heineken launched the Sounds Like Good Times With F1 campaign to coincide with its partnership.
Heineken said the campaign was sparked by its long history as a beer that is best enjoyed with noise and noted that when the distinctive roar of F1 is paired with Heineken, it “sounds like good times”.
“We’re thrilled to celebrate another year of our partnership with the F1 by launching a local campaign that aims to celebrate the sounds of good times at the F1,” Heineken country manager Dino Bozzone said.
“Sound is such a critical part of the immersive experience at the Formula 1. Without the sounds of the engines roaring, crowds cheering and bars buzzing, this event wouldn’t be the one we all know and love.”