Mark Mann-Bryans: Having an ‘official vodka’ feels like a step too far for F1’s partnership push

One other subsidiary of LVMH has been confirmed as a brand new accomplice of System 1 because the 10-year deal struck with the collection continues to bear fruit for the luxurious model conglomerate.

Having an award-winning, high-end vodka on board clearly suits that temporary, however does it match F1 itself?

After all, in a bygone period alcohol and tobacco sponsorships saved the wheels of the championship turning – fairly actually – however we function in several occasions now, that’s plain whether or not you agree with the change or not.

Sure, Heineken is already a long-term accomplice of F1 as its official beer however – with a couple of exceptions – the 0.0% alcohol-free model is normally the customer-facing sponsor, whereas the corporate additionally has a powerful anti-drink driving marketing campaign working parallel to the settlement.

Moet & Chandon too, one other LVMH model was introduced because the official champagne of F1 final month, however that ties in with the history of the series and podium celebrations stretching back to its inaugural season in 1950.

Groups even have alcohol companions – McLaren and Ferrari have beer-brand associations with Estrella Galicia and Peroni Nastro Azzurro respectively, however once more each are with their alcohol-free drinks. Chivas Regal and Glenfiddich have each entered F1 up to now six months, with Ferrari and Aston Martin respectively, whereas NEFT Vodka stays a accomplice of Racing Bulls.

However having an official vodka accomplice for your complete championship feels as if the strains have been blurred considerably – particularly with F1 racing in sufficient territories the place alcohol, or its accompanying sponsorships, are banned.

Add to the truth that simply days earlier the series announced a new official betting data supplier in ALT Sports Data and the waters are clouded additional nonetheless.

There isn’t a cause why F1 mustn’t capitalise on the very fact it’s now as fashionable as ever and might appeal to blue-chip manufacturers and companions who would beforehand have been turned away by the prospect of spending an enormous chunk of change to become involved.

However, given the good work it has accomplished with the ‘When You Drive, By no means Drink’ marketing campaign in recent times, how does then lauding a partnership with Belvedere sit inside that messaging?

From the beginning of the 2025 season in Australia, Belvedere would be the host of the official F1 after occasion: “an unique occasion that may redefine high-end leisure and nightlife,” in line with the press launch asserting the brand new deal.

Perhaps that’s the crux of it, that F1 and Belvedere are positioning themselves as companions away from the normal track-based manufacturers and as an alternative are teaming up as a part of the expertise that’s now constructing in and across the races themselves.

However nonetheless the most recent partnership sits inside the ever-expanding portfolio, it does look barely misplaced.