For years, whenever discussing sports marketing, one of the most recurrent objections has been that alcoholic drink producers should stay away from sponsorships in motorsports. At a preliminary glance, beer, wine, and spirit producers should not be encouraged to enter partnerships with motor vehicles, following the quite obvious reasoning behind “Don’t Drink and Drive.”

Yet this position does not explain why companies like Martini, Campari, Heineken, Peroni, Estrella Galicia, Freixenet, Chandon and many more have linked themselves to motorsport disciplines over time. The topic deserves a closer look.

Alcohol and motors: a peculiar combination

What is the connection between alcohol and motorsports? It is simple: during the most prestigious hospitality events at both two- and four-wheel championships, it is quite common to toast a victory, have an aperitif before lunch, and share quality time with a cocktail in hand. What other reasons have convinced such high-profile companies to embrace this sector?

The storytelling opportunity is one compelling answer — and undoubtedly one of the key reasons. Think of the remarkable campaign by Johnnie Walker featuring Formula 1 champion Mika Häkkinen, supported by the Scottish Parliament. Johnnie Walker built a long and meaningful relationship with McLaren and Formula 1, leveraging the opportunities offered by the team to communicate a powerful message on responsible driving.

Motorsports offer the opportunity to gain enormous visibility while also giving brands a platform to educate customers about responsible behaviour. From a communication standpoint, the brand’s message to the public is that the company cares not just about profit, but above all about the well-being of its customers. “We are on your side; we share your passions; we care about your safety: drive home safely, go back to your loved ones.” This is the message the leading producers now send — a completely different approach from the past, when the focus was on the product and the pressure on consumers aimed solely at driving purchases.

What are the others doing? Examples from past and present

The same logic applies to Heineken: the company communicates extensively through sport and added Formula 1 to its Champions League involvement a few years ago. Here too, brand awareness, marketing activations, and storytelling form the pillars on which the deal was built.

Also worth mentioning: Chandon, the champagne producer that has long supported McLaren; Martini, which accompanied Williams through its ups and downs; and Smirnoff vodka, which raced with the now-classic Force India cars of Hülkenberg and Pérez. Force India was the first team to carry the logo of whisky producer Whyte & Mackay on its sidepods, while Räikkönen’s Lotus featured the Golden Label, Johnnie Walker’s premium line.

These are all Formula 1 examples, but other disciplines such as NASCAR and IndyCar are equally relevant — on which companies like Miller, Jack Daniel’s, Budweiser, Jim Beam, Coors and many more have built their marketing fortunes.

What about alcohol in MotoGP?

Particular mention goes to deals implemented by Italian brands such as Cinzano and Aperol, which marked the beginning of their long-lasting partnership with MotoGP. Naming sponsorships, visibility across numerous markets, and the opportunity to engage live audiences — combined with extensive hospitality use — have sustained these long sports marketing deals. Of course, these new entrants have not displaced MotoGP’s historical partnerships: Cava by Freixenet, used to toast podium finishes, and beers like Singha, the official partner of the entire series. And Estrella Galicia deserves special mention for its widespread presence across riders and teams in multiple categories — though primarily through its alcohol-free brand 0,0, long associated with Marc Márquez.

Why motorsports work for alcohol brands

Although at first glance alcoholic drinks and motorsports may seem like two incompatible worlds, consider that sporting events attract audiences who are particularly receptive to this type of message — and they do so in a relaxed setting where communication lands more effectively. Since alcoholic drink producers have every reason to want to reduce alcohol-related accidents, there is no better stage than sport to educate highly engaged consumers on responsible consumption.

Motorsports and the MotoGP World Championship are a sports sponsorship platform on the road that gives companies the ability to communicate with a young, engaged, and high-spending audience. A single vehicle that spans 4 continents and dozens of nations — giving brands the opportunity to organise PR initiatives, promotions, and advertising campaigns that speak the same language as the fans they share a passion with.

FAQ: alcohol sponsorships in motorsport