{"id":243213,"date":"2024-06-03T09:01:51","date_gmt":"2024-06-03T07:01:51","guid":{"rendered":"https:\/\/rtrsports.com\/publicidade-ao-alcool-na-f1-entre-desportos-marketing-e-etica\/"},"modified":"2026-10-16T17:30:56","modified_gmt":"2026-10-16T15:30:56","slug":"publicidade-ao-alcool-na-f1-entre-desportos-marketing-e-etica","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/pt-pt\/blog\/alcohol-advertising-in-f1-between-sports-marketing-and-ethics\/","title":{"rendered":"Publicidade ao \u00e1lcool na F1: quem patrocina em 2026 e onde \u00e9 proibida"},"content":{"rendered":"<p>A <strong>publicidade ao \u00e1lcool na F1<\/strong> funciona em 2026 a dois n\u00edveis: o campeonato, com a <strong>Heineken<\/strong> como parceira desde 2016 e a <strong>LVMH<\/strong>, que desde 2025 leva o Mo\u00ebt &amp; Chandon ao p\u00f3dio, e as equipas, onde cervejas e destilados aparecem na Ferrari, McLaren, Red Bull, Williams, Audi, Haas, Cadillac e Aston Martin. O calend\u00e1rio, por\u00e9m, n\u00e3o \u00e9 uniforme: h\u00e1 pa\u00edses onde uma marca de \u00e1lcool se mostra sem problemas e outros onde tem de desaparecer ou disfar\u00e7ar-se. Para um patrocinador, a diferen\u00e7a est\u00e1 em saber antecipadamente que fim de semana \u00e9 qual.<\/p>\n<p>J\u00e1 explic\u00e1mos porque \u00e9 que cervejas e destilados gostam tanto do desporto motorizado num artigo dedicado ao <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/alcohol-motor-sports-sponsorships\/\">\u00e1lcool e ao patroc\u00ednio nos desportos motorizados<\/a>, e a hist\u00f3ria da Heineken tem um cap\u00edtulo pr\u00f3prio na nossa an\u00e1lise sobre a <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/heineken-in-formula-1-uma-parceria-incrivel\/\">Heineken na F\u00f3rmula 1<\/a>. Aqui olhamos para o mapa: quem est\u00e1 presente hoje, onde a publicidade \u00e9 proibida e o que uma marca deve prever antes de assinar.<\/p>\n<h2>Quem s\u00e3o os patrocinadores de \u00e1lcool da F1 em 2026<\/h2>\n<p>Ao n\u00edvel do campeonato h\u00e1 dois nomes. A <strong>Heineken<\/strong> \u00e9 parceira da F\u00f3rmula 1 desde 2016 e em novembro de 2025 anunciou a renova\u00e7\u00e3o a partir de 2027, com a Heineken 0.0 e a campanha \u00abWhen You Drive, Never Drink\u00bb no centro. A <strong>LVMH<\/strong> assinou um acordo de dez anos a partir de 2025, que trouxe de volta o <strong>Mo\u00ebt &amp; Chandon<\/strong> como champanhe oficial em lugar do Ferrari Trento: a hist\u00f3ria das garrafas do p\u00f3dio est\u00e1 no nosso artigo sobre o <a href=\"https:\/\/rtrsports.com\/pt-pt\/blog\/champagne-sponsorship-in-formula-1-history-and-importance\/\">champanhe na F\u00f3rmula 1<\/a>.<\/p>\n<p>Ao n\u00edvel das equipas, estes s\u00e3o os nomes de 2026:<\/p>\n<ul>\n<li><strong>Ferrari<\/strong>: Peroni Nastro Azzurro 0.0%, acordo plurianual desde 2024 com a marca no carro e nos fatos, e Chivas Regal, parceira da equipa desde 2025;<\/li>\n<li><strong>McLaren<\/strong>: Jack Daniel&#8217;s, parceira desde 2022 e renovada em setembro de 2025;<\/li>\n<li><strong>Red Bull Racing<\/strong>: Heineken, parceira da equipa desde 2023 e ligada tamb\u00e9m a Max Verstappen;<\/li>\n<li><strong>Williams<\/strong>: Estrella Galicia 0,0, cerveja oficial desde 2026;<\/li>\n<li><strong>Audi<\/strong>: Paulaner, fornecedora oficial desde a estreia da equipa em 2026, com a sua cerveja de trigo sem \u00e1lcool no centro;<\/li>\n<li><strong>Haas<\/strong>: Singha, cerveja oficial desde 2026;<\/li>\n<li><strong>Cadillac<\/strong>: Jim Beam, destilado oficial desde a estreia da equipa em 2026;<\/li>\n<li><strong>Aston Martin<\/strong>: Glenfiddich, parceria plurianual anunciada em Las Vegas em novembro de 2024.<\/li>\n<\/ul>\n<p>Dois pormenores dizem muito. Tr\u00eas equipas, Ferrari, Williams e Audi, escolheram como parceira uma cerveja sem \u00e1lcool; a Chivas Regal apresentou o acordo com a Ferrari como forma de sensibilizar para os perigos de conduzir depois de beber, e a Jim Beam falou de experi\u00eancias para os adeptos \u00abcom foco no consumo respons\u00e1vel\u00bb. A marca de \u00e1lcool que entra hoje na F1 sabe que ter\u00e1 de explicar porque est\u00e1 num carro de corrida, e prepara a resposta antes mesmo da primeira corrida.<\/p>\n<h2>Mercados claros, escuros e cinzentos<\/h2>\n<p>Em 2018, quando a Williams corria com as cores da Martini, o seu departamento de marketing contou \u00e0 RaceFans como se gere um calend\u00e1rio mundial com uma marca de vermute na carro\u00e7aria. As corridas dividiam-se em tr\u00eas categorias: mercados <strong>claros<\/strong>, sem qualquer limite; mercados <strong>escuros<\/strong>, onde a marca tem de desaparecer; mercados <strong>cinzentos<\/strong>, com regras particulares. A Fran\u00e7a e Abu Dhabi eram mercados escuros. Na R\u00fassia e no Bahrein a equipa podia escrever a palavra Martini, mas n\u00e3o usar o log\u00f3tipo. O manual com que geria todas estas variantes tinha passado de oito p\u00e1ginas no in\u00edcio da parceria para mais de cem.<\/p>\n<p>O Bahrein era um bom exemplo de mercado cinzento. Em 2017 a imprensa especializada descrevia-o assim: o \u00e1lcool podia ser consumido, ao contr\u00e1rio da Ar\u00e1bia Saudita, mas a publicidade em eventos desportivos era proibida, e as autoridades pediam \u00e0s equipas que se autolimitassem por respeito \u00e0s leis locais. Nesse ano desapareceu da Williams o grande log\u00f3tipo Martini, enquanto na Ferrari continuava vis\u00edvel o pequeno log\u00f3tipo da Singha. S\u00e3o regras que mudam com o tempo e de pa\u00eds para pa\u00eds: por isso as equipas verificam-nas corrida a corrida, e um contrato s\u00e9rio indica quem trata disso.<\/p>\n<p><script type=\"text\/javascript\" async src=\"https:\/\/bot.leadoo.com\/bot\/inpage.js?code=5Iq0Bj5B#seamless\"><\/script><\/p>\n<h2>Fran\u00e7a: a Loi \u00c9vin e o fim de semana sem cerveja<\/h2>\n<p>Entre as leis europeias mais severas, a que mais pesou no calend\u00e1rio da F1 \u00e9 francesa. A <strong>Loi \u00c9vin<\/strong>, a lei 91-32 de 10 de janeiro de 1991, s\u00f3 admite a publicidade das bebidas alco\u00f3licas, ou seja, acima de 1,2%, numa lista fechada de meios, da qual est\u00e3o exclu\u00eddos a televis\u00e3o e o cinema, e pro\u00edbe qualquer patroc\u00ednio que tenha por objeto ou por efeito a publicidade, direta ou indireta, de bebidas alco\u00f3licas. Por publicidade indireta a lei entende tamb\u00e9m tudo o que, pelo grafismo, nome, marca ou emblema, lembra uma bebida alco\u00f3lica. Desde 1995 um c\u00f3digo de conduta explica ainda como tratar na televis\u00e3o os eventos estrangeiros em que surgem marcas de \u00e1lcool.<\/p>\n<p>O resultado viu-se bem no Grande Pr\u00e9mio de Fran\u00e7a de 2021. A Heineken desapareceu por completo durante o fim de semana; no Alfa Romeo, a Singha passou a \u00abSingha Drinking Water\u00bb; a Ferrari retirou todos os autocolantes da Estrella Galicia; a Peroni ficou apenas com a fita azul, sem o nome. O Grande Pr\u00e9mio de Fran\u00e7a n\u00e3o est\u00e1 no calend\u00e1rio desde 2023, mas a li\u00e7\u00e3o continua v\u00e1lida: onde a lei visa tamb\u00e9m a publicidade indireta, nem uma vers\u00e3o sem \u00e1lcool com o mesmo nome est\u00e1 a salvo.<\/p>\n<h2>O 0.0 como chave, com alguns limites<\/h2>\n<p>As vers\u00f5es sem \u00e1lcool s\u00e3o a resposta mais usada pelas marcas de cerveja. A Heineken construiu a sua presen\u00e7a na F1 em torno da Heineken 0.0 e da mensagem sobre a condu\u00e7\u00e3o s\u00f3bria; Ferrari, Williams e Audi escolheram diretamente uma cerveja sem \u00e1lcool como parceira. O 0.0 permite falar a um p\u00fablico que conduz, manter a coer\u00eancia com a mensagem do consumo respons\u00e1vel e, em alguns mercados, aparecer onde a cerveja normal n\u00e3o poderia.<\/p>\n<p>O limite \u00e9 precisamente o franc\u00eas: quando a lei olha para a marca e n\u00e3o para o produto, o 0.0 n\u00e3o chega. Por isso, quem entra na F1 com uma marca de \u00e1lcool tem de pensar em duas identidades visuais, uma completa e outra \u00ablimpa\u00bb, e decidir antecipadamente o que mostrar nos fins de semana escuros. N\u00e3o \u00e9 um pormenor gr\u00e1fico: muda o valor do pacote, porque as corridas em que a marca n\u00e3o pode aparecer s\u00e3o corridas em que o patrocinador paga sem ser visto.<\/p>\n<h2>O que uma marca de \u00e1lcool deve prever antes de assinar<\/h2>\n<p>Pelo nosso trabalho com equipas e marcas, as quest\u00f5es a fechar antes do contrato s\u00e3o sempre as mesmas:<\/p>\n<ul>\n<li><strong>o mapa do calend\u00e1rio<\/strong>: que Grandes Pr\u00e9mios s\u00e3o claros, escuros ou cinzentos para o pr\u00f3prio produto, e com que base legal;<\/li>\n<li><strong>a segunda decora\u00e7\u00e3o<\/strong>: quem a desenha, quem a paga, quem a aplica e com que anteced\u00eancia, no carro, nos fatos e nos materiais da box;<\/li>\n<li><strong>o valor real<\/strong>: quantas corridas ficam realmente vis\u00edveis e como o pre\u00e7o tem em conta aquelas em que a marca desaparece;<\/li>\n<li><strong>a mensagem<\/strong>: a parte do or\u00e7amento para o consumo respons\u00e1vel, que nos acordos recentes, da Heineken \u00e0 Chivas Regal e \u00e0 Jim Beam, passou a fazer parte do pacote;<\/li>\n<li><strong>o digital<\/strong>: as regras sobre conte\u00fados, idade do p\u00fablico e plataformas valem tamb\u00e9m fora da pista, e mudam de mercado para mercado.<\/li>\n<\/ul>\n<p>\u00c9 um trabalho que se faz bem uma vez e depois se atualiza todas as temporadas, como o manual da Williams que passou de oito para mais de cem p\u00e1ginas. Se est\u00e1 a avaliar a F\u00f3rmula 1 para uma marca de cerveja, vinho ou destilados, o ponto de partida \u00e9 a nossa p\u00e1gina sobre o <a href=\"https:\/\/rtrsports.com\/pt-pt\/formula-1-patrocinio\/\"><strong>patroc\u00ednio na F\u00f3rmula 1<\/strong><\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Perguntas frequentes sobre a publicidade ao \u00e1lcool na F1<\/b><\/h2>\r\n        \r\n        <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Quem s\u00e3o os patrocinadores de \u00e1lcool da F\u00f3rmula 1 em 2026?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Ao n\u00edvel do campeonato, a Heineken, parceira desde 2016, e a LVMH, com o Mo\u00ebt &amp; Chandon como champanhe oficial desde 2025. Entre as equipas: Ferrari com Peroni Nastro Azzurro 0.0% e Chivas Regal, McLaren com Jack Daniel&#8217;s, Red Bull Racing com Heineken, Williams com Estrella Galicia 0,0, Audi com Paulaner, Haas com Singha, Cadillac com Jim Beam e Aston Martin com Glenfiddich.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>A publicidade ao \u00e1lcool \u00e9 proibida na F\u00f3rmula 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>N\u00e3o, a F\u00f3rmula 1 admite-a, mas alguns pa\u00edses pro\u00edbem-na ou limitam-na. Em Fran\u00e7a, a Loi \u00c9vin pro\u00edbe qualquer patroc\u00ednio que tenha o efeito de publicitar bebidas alco\u00f3licas; no Bahrein, segundo as not\u00edcias de 2017, a publicidade em eventos desportivos era proibida; em 2018 a Williams falava de mercados onde podia usar o nome Martini mas n\u00e3o o log\u00f3tipo.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>O que fazem as equipas nos Grandes Pr\u00e9mios em que o \u00e1lcool n\u00e3o pode ser publicitado?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Retiram a marca, substituem-na por um produto relacionado ou deixam apenas um elemento gr\u00e1fico reconhec\u00edvel. No Grande Pr\u00e9mio de Fran\u00e7a de 2021 a Heineken desapareceu por completo, a Singha passou a Singha Drinking Water e a Ferrari retirou os autocolantes da Estrella Galicia.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>O que \u00e9 a Loi \u00c9vin?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\u00c9 a lei francesa 91-32 de 10 de janeiro de 1991. S\u00f3 admite a publicidade das bebidas alco\u00f3licas, as que t\u00eam mais de 1,2%, numa lista fechada de meios, sem televis\u00e3o nem cinema, e pro\u00edbe qualquer patroc\u00ednio que tenha o efeito de as publicitar, tamb\u00e9m de forma indireta atrav\u00e9s do grafismo, nome ou emblema.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Porque \u00e9 que as marcas de cerveja usam vers\u00f5es 0.0 na F\u00f3rmula 1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>Porque permitem falar a um p\u00fablico que conduz, manter a coer\u00eancia com a mensagem do consumo respons\u00e1vel e, em alguns mercados, aparecer onde a cerveja normal n\u00e3o poderia. Onde a lei visa tamb\u00e9m a publicidade indireta, por\u00e9m, nem o 0.0 com o mesmo nome chega.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>O que deve prever uma marca de \u00e1lcool que patrocina a F1?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>O mapa dos Grandes Pr\u00e9mios em que a marca pode aparecer, uma segunda decora\u00e7\u00e3o para os fins de semana proibidos com custos e prazos claros, um pre\u00e7o que tenha em conta as corridas sem visibilidade, um or\u00e7amento para o consumo respons\u00e1vel e regras precisas sobre os conte\u00fados digitais.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    <br \/>\n\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>A publicidade ao \u00e1lcool na F1 funciona em 2026 a dois n\u00edveis: o campeonato, com a Heineken como parceira desde 2016 e a LVMH, que desde 2025 leva o Mo\u00ebt &amp; Chandon ao p\u00f3dio, e as equipas, onde cervejas e destilados aparecem na Ferrari, McLaren, Red Bull, Williams, Audi, Haas, Cadillac e Aston Martin. O [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":197766,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20147],"tags":[],"class_list":["post-243213","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-pt-pt"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>Publicidade ao \u00e1lcool na F1: patrocinadores 2026<\/title>\n<meta name=\"description\" content=\"Publicidade ao \u00e1lcool na F1: os patrocinadores de 2026, da Heineken \u00e0 Jim Beam, a Loi \u00c9vin, os mercados proibidos e o que prever antes de assinar.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link 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