Ferrari’s success at Monza in the Italian Grand Prix has generated significant media buzz around the Maranello team, which is looking to the future with confidence. The team seems to have found the right path under Frederic Vasseur’s leadership, who has optimally organized the work group. The French manager, along with Benedetto Vigna and John Elkann, are always seeking important collaborations to associate with the iconic racing team. It seems that a new major sponsor will be coming to Ferrari starting in 2025, coinciding with Lewis Hamilton’s arrival.
A very recent announcement from Ferrari confirmed a collaboration with Unicredit. The Milan-based banking group will replace Santander, which will leave the team at the end of 2024 along with Carlos Sainz. Earlier in the season, HP also joined Ferrari, with the partnership made official at the Miami GP.
According to SportBusiness, Ferrari is in advanced talks with Pernod Ricard, a French beverage company. This company recently invested in Lewis Hamilton’s latest project, Almave, a non-alcoholic tequila brand.
If the deal goes through, Pernod Ricard, which owns various brands including Absolut, Jameson, and Malibu, would become a first-time F1 sponsor. Most of its sponsorship experience is in football, but Alexandre Ricard has stated plans to expand beyond football sponsorships. If it enters F1 with Ferrari, Pernod Ricard would become the third beverage sponsor for the team, alongside Peroni Nastro Azzurro 0.0% and Celsius.
When contacted by SportBusiness regarding the talks with Pernod Ricard, Ferrari stated that they “do not comment on rumors.”
