{"id":237997,"date":"2019-03-25T23:00:00","date_gmt":"2019-03-25T22:00:00","guid":{"rendered":"https:\/\/rtrsports.com\/alcohol-motor-sports-sponsorships\/"},"modified":"2025-07-16T11:37:52","modified_gmt":"2025-07-16T09:37:52","slug":"alcohol-motor-sports-sponsorships","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/alcohol-motor-sports-sponsorships\/","title":{"rendered":"Drink and Drive: why are so many brands of alcoholic drinks involved in motor sports sponsorships?"},"content":{"rendered":"<p class=\"ai-optimize-6 ai-optimize-introduction\">I was talking about <strong>sports marketing<\/strong> a few days ago, and one of the most recurrent positions was that <strong>alcoholic drink producers should stay miles away from sponsorships<\/strong> in motorsports. At a preliminary glance, beer, wine, and spirit producers should not be encouraged to enter into partnerships with motor vehicles, following the quite obvious line <strong>Don&#8217;t Drink and Drive.<\/strong><\/p>\n<p class=\"ai-optimize-7\">As this position does not explain why companies like <strong>Martini, Campari, Heineken, Peroni, Estrella Galicia, Freixenet, Chandon,<\/strong> and many more have linked up to many motorsports disciplines over time, the topic deserves further investigation.<\/p>\n<h2 class=\"ai-optimize-8\">Alcohol and motors: a peculiar combination<\/h2>\n<p class=\"ai-optimize-9\">What is the connection between alcohol and motors? It is simple: during the most prestigious <strong>hospitality events<\/strong> at both two- and four-wheel championships, it is quite common to drink a toast to a victory, to have an aperitif before lunch, and to share quality time with a cocktail in your hands. What are the other reasons that have, over time, convinced such high-ranking companies to embrace this sector?<\/p>\n<p class=\"ai-optimize-10\">The <strong>possibility offered by storytelling<\/strong> may be a good reply to this question, and it undoubtedly is one of the reasons, as highlighted by the wonderful initiative by <strong>Johnnie Walker<\/strong> with <strong>Formula 1<\/strong> champion<strong> Mika Hakkinen<\/strong>, with the support of the <strong>Scottish Parliament<\/strong>. Johnny Walker has a very long history with <strong>McLaren<\/strong> and <strong>Formula 1,<\/strong> and they have extensively exploited the opportunities offered by the team and its organization.<\/p>\n<p class=\"ai-optimize-11\">What motorsports offer is the opportunity of gaining high visibility, as well as giving the occasion to educate customers to responsible <strong>behavior.<\/strong> Communication-wise, the image of the brand given to the audience is that the company is not interested in profit\u2014or at least not only in it\u2014but especially, and above all, in the well-being of its customers. We are on your side; we are like you; we like the same things and care for your well-being: drive home safely, don&#8217;t drink and be prudent, and go to your loved ones (and, possibly, open one of our cans or bottles when you are with them). <strong>This is the message that the major producers seem to be passing on <\/strong>nowadays, taking a completely different approach from the past when the focus was on the product and the pressure exerted on the consumers was merely aimed at leading them to purchase the product.<\/p>\n<h2 class=\"ai-optimize-12\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-2.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20447\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/heineken-2.png\" alt=\"heineken f1\" width=\"600\" height=\"400\" \/><\/a><\/h2>\n<h2 class=\"ai-optimize-13\">What are the others doing? Some examples from the present and the past<\/h2>\n<p class=\"ai-optimize-14\">The same thing is now happening with <strong>Heineken:<\/strong> the company extensively communicates using sports, and a few years ago, they added <strong>F1 to the Champions League<\/strong>, in which they were already involved. In this case too, brand awareness, the opportunity of marketing activations, and storytelling appear as the pillars on which the deal was based.<\/p>\n<p class=\"ai-optimize-15\">We may also mention <strong>Chandon,<\/strong> the <strong>champagne<\/strong> producer that has been supporting <strong>McLaren<\/strong> along the way; <strong>Martini,<\/strong> which has been with <strong>Williams<\/strong> through its ups and downs; and <b>Smirnoff vodka<\/b>, which raced with the now vintage <strong>Force India<\/strong> cars driven by <strong>Hulkenberg<\/strong> and <strong>Perez.<\/strong> <strong>Force India<\/strong> was the first to have the logo of the Whyte &amp; Mackay whiskey producer on the car sides, and Raikkonen&#8217;s Lotus had the image of the <b>Golden Label<\/b>, <strong>Johnnie Walker&#8217;s<\/strong>\u00a0premium line.<\/p>\n<p class=\"ai-optimize-16\">These are all examples taken from Formula 1, but other disciplines such as <strong>NASCAR and <a href=\"https:\/\/rtrsports.com\/en\/andretti-autosport-sponsorship-formula-e\/\">IndyCar<\/a><\/strong> may be investigated, on which companies like <strong>Miller,<\/strong> <strong>Jack Daniels<\/strong>, <strong>Budweiser,<\/strong> <strong>Jim Beam<\/strong>, <strong>Coors,<\/strong> and many more have built their fortunes.<\/p>\n<h2 class=\"ai-optimize-17\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nascar-3.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20446\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/nascar-3.png\" alt=\"\" width=\"600\" height=\"400\" \/><\/a><\/h2>\n<h2 class=\"ai-optimize-18\">What about alcohol in MotoGP?<\/h2>\n<p class=\"ai-optimize-19\">A mention is worth deals like those implemented by fully Italian brands such as <strong>Cinzano<\/strong> and <strong><a href=\"https:\/\/rtrsports.com\/en\/portfolio-posts\/events-aperol-spritz-motogp-di-san-marino-e-della-riviera-di-rimini\/\">Aperol<\/a>,<\/strong> which marked the start of their long-lasting partnership with <strong>MotoGP.<\/strong> The naming sponsorships, the visibility granted in numerous markets, and the possibility to engage the attending audience, in addition to the extensive use of hospitalities, accompanied this long sports marketing deal in connection with the world motor championship. Of course, these new entries did not cause a breakup between the <a href=\"https:\/\/rtrsports.com\/en\/motogp-sponsorship\/\"><strong>MotoGP<\/strong><\/a> and its historical reference, <strong>Cava, Freixenet,<\/strong> which is used to drink a toast on the podium\u2014although almost all the teams have agreements with sparkling wine producers -, or beers like <strong>Singha,<\/strong> the official partner of the entire series. As we have just referenced beers, <strong>Estrella Galicia<\/strong> deserves a special mention, as it has many different open sponsorships with racers and teams from various categories, although mostly with its non-alcoholic brand 0,0.<\/p>\n<p class=\"ai-optimize-20\"><a href=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/aperol-2.jpg\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-20445\" src=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/08\/aperol-2.jpg\" alt=\"\" width=\"600\" height=\"400\" \/><\/a>To summarize. Although at a preliminary, superficial glance alcoholic drinks and motorsports may be thought to be two worlds apart, consideration should be given to the fact that sports events are attended by audiences that are particularly sensitive to this topic, and they are so at a time of relaxation when it is easier to pass on a message successfully. As alcoholic drink producers should be interested in reducing the number of accidents connected to the consumption of alcohol, there could be no better stage than sports to educate very sensitive consumers on responsible consumption.<\/p>\n<p class=\"ai-optimize-21\"><a href=\"https:\/\/rtrsports.com\/en\/blog\/motogp-audience-fans\/\">Motor sports and the <strong>MotoGP<\/strong> are a promotional platform on the road that offers companies the possibility to communicate with young, sensitive, and high-spending audiences<\/a>. One single tool touching upon 4 continents and 15 nations, giving companies the opportunity to organize PR initiatives, promotions, and advertising campaigns that speak the same language as the target they have a shared passion with.<\/p>\n<p class=\"ai-optimize-22\"><strong>Enjoyed this post? Do not miss the chance to share it!<\/strong><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>I was talking about sports marketing a few days ago, and one of the most recurrent positions was that alcoholic drink producers should stay miles away from sponsorships in motorsports. At a preliminary glance, beer, wine, and spirit producers should not be encouraged to enter into partnerships with motor vehicles, following the quite obvious line [&hellip;]<\/p>\n","protected":false},"author":14,"featured_media":158951,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20041,20038],"tags":[],"class_list":["post-237997","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-motorsports","category-sport-sponsorship"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v27.3) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Why are so many brands of alcohol involved in motorsports sponsorships?<\/title>\n<meta name=\"description\" content=\"At a preliminary glance, beer, wine and spirit producers should not be encouraged to enter into partnerships. As this position does not explain why companies like Martini, Campari and many more have linked up to many motor sports disciplines over time, the topic deserves further investigation.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/en\/blog\/alcohol-motor-sports-sponsorships\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Drink and Drive: why are so many brands of alcoholic drinks involved in motor sports sponsorships?\" \/>\n<meta property=\"og:description\" content=\"At a preliminary glance, beer, wine and spirit producers should not be encouraged to enter into partnerships. As this position does not explain why companies like Martini, Campari and many more have linked up to many motor sports disciplines over time, the topic deserves further investigation.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rtrsports.com\/en\/blog\/alcohol-motor-sports-sponsorships\/\" \/>\n<meta property=\"og:site_name\" content=\"RTR Sports\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/RTRSportsMarketing\/\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rtrsports.com\/wp-content\/uploads\/2024\/07\/nascar-4.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1452\" \/>\n\t<meta property=\"og:image:height\" content=\"966\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Riccardo Taf\u00e0\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:site\" content=\"@rtrsports\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Riccardo Taf\u00e0\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/\"},\"author\":{\"name\":\"Riccardo Taf\u00e0\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#\\\/schema\\\/person\\\/7ca2648b3d857cbfff8c499aaed0420e\"},\"headline\":\"Drink and Drive: why are so many brands of alcoholic drinks involved in motor sports sponsorships?\",\"datePublished\":\"2019-03-25T22:00:00+00:00\",\"dateModified\":\"2025-07-16T09:37:52+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/\"},\"wordCount\":908,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#organization\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/nascar-4.png\",\"articleSection\":[\"Motorsports\",\"Sport Sponsorship\"],\"inLanguage\":\"en\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/\",\"url\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/\",\"name\":\"Why are so many brands of alcohol involved in motorsports sponsorships?\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/rtrsports.com\\\/en\\\/blog\\\/alcohol-motor-sports-sponsorships\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/rtrsports.com\\\/wp-content\\\/uploads\\\/2024\\\/07\\\/nascar-4.png\",\"datePublished\":\"2019-03-25T22:00:00+00:00\",\"dateModified\":\"2025-07-16T09:37:52+00:00\",\"description\":\"At a preliminary glance, beer, wine and spirit producers should not be encouraged to enter into partnerships. 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