Top Beverage Brands Are Racing to Partner With Formula 1
Formula 1, the sport's 10 teams and its drivers have all partnered with a slew of alcohol and nonalcoholic brands on multiyear deals for the 2025 season and beyond.
Former Ferrari driver Michael Schumacher celebrates his first place win at the 2000 Italian Grand Prix in Monza, alongside Mika Häkkinen and brother Ralf Schumacher.
Since the start of Formula 1 in 1950, celebratory toasts have been deeply intertwined with the culture of racing. Scenes of Ayrton Senna, Michael Schumacher, Nigel Mansell and Alain Prost celebrating their historic wins have now become some of the most recognizable iconography associated with the sport.
From victorious Champagne sprays to the legendary post-race parties held across the racing calendar, beverage brands and their associated triumphs on and off the podium have remained in the spotlight.
And who could forget recently retired Daniel Ricciardo’s popularization of the “shoey” — drinking Champagne out of a shoe (as seen for the first time at the 2016 German Grand Prix).
As Formula 1 has gone full throttle and become a large part of the global cultural zeitgeist — especially in the U.S. — a wide spectrum of beverage brands have become the top partners in the sport. Spirits to nonalcoholic brands alike have become official partners with Formula 1 itself, the individual races and the 10 teams while also tapping its drivers for brand ambassadorships.
Here, a roundup of the major beverage brands that are tapping into Formula 1.
This list will be continuously updated.
Gatorade
Gatorade has launched a multiyear global partnership with Formula 1 — serving as the sport’s official U.S. and Canadian sports drink partnership, at least until 2030. The sports drink will also be the official partner of the F1 Sprint race series, launching later this year to promote hydration while on the track. The partnership bolsters Gatorade’s brand identity and its connection with elite athletic performance by hydrating the world’s top sports competitors.
Gatorade has also announced its partnership as the first official sports drink partner of F1 Academy until 2030. The brand said the collaboration will combine “science, hydration and global visibility” to fuel the next generation of women in motorsports.
This is part of Gatorade’s Fuel Tomorrow initiative to provide 2.5 million teens with access to sports by 2030 — and will support F1 Academy’s mission to have the first woman to become a Formula 1 driver. F1 Academy will be provided with the brand’s sports science and hydration expertise, alongside access to Gatorade’s Sport Science Institute with personalized strategies, performance testing and research.
The F1 Academy collaboration kicks off at the Canadian Grand Prix in Montreal, with 16-year-old Wild Card driver Mathilda Paatz debuting in a Gatorade-branded race car and suit. For the 2026 season, Gatorade will launch its full-fledged partnership, including a driver and race car sponsorship on the 2026 F1 Academy grid with bespoke livery and race suit.
“Partnering with F1 Academy is a powerful moment for Gatorade. Motorsport is one of the most physically demanding sports on the planet, where optimum hydration can be the difference between winning and losing,” said Umi Patel, vice president of marketing innovation and hydration brands at PepsiCo. “This partnership allows us to bring our decades of sports science expertise directly to the next generation of elite drivers. By supporting young women at the start of their motorsport journey, we’re not just setting them up for success at such a pivotal part of their career, we are encouraging them to see what is in them and fuel their drive and ambition for success. That’s what our Fuel Tomorrow initiative is all about.”
Peroni Nastro Azzurro
For the second year of its multiyear partnership with Scuderia Ferrari, Peroni Nastro Azzurro 0.0% has released a new campaign starring Ferrari drivers Charles Leclerc and Lewis Hamilton. The company said the ongoing partnership is in celebration of the two Italian brands that are “synonymous with Italian passion and style.”
The campaign titled “The Welcome Present” greets Ferrari’s new driver, Lewis Hamilton, and his new team to Italy, delivering him 44 cases of nonalcoholic beer as a spotlight of the “warmth and generosity of being welcomed in Italian style.” (The 44 cases pays homage to Hamilton’s, who has been sober for two years, race number.)
During a 2024 Peroni poster unveiling, fans speculated on Hamilton’s shocking move to the new team as the race car included a 44, but both companies denied this and said it was an homage to Ferrari’s first Formula 1 driver to win a race Maurice Trintignant and the history of Ferrari in F1.
“We are incredibly proud to launch our new partnership with Ferrari,” said Paolo Lanzarotti, chief executive officer of Asahi Europe and International in 2024. “Through this partnership, we intend to elevate every moment for the fans who make this sport so special and who embody the very passion and flair so pivotal to both Peroni Nastro Azzurro 0.0% and Ferrari.”
Belvedere Vodka announced its partnership with Formula 1, making it the first official vodka partner for the 2025 season and beyond. This is just the latest of the LVMH-owned brands to partner with Formula 1 ahead of its 75th anniversary season.
The brand said the pursuit of excellence, innovation and exceptional performance is a key ethos of both brands, with their shared “dedication to pushing boundaries and delivering the highest standards of luxury and achievement.”
Formula 1’s president and chief executive officer, Stefano Domenicali, said Belvedere’s entry into the world of motorsports partnership highlights the strength of LVMH’s decade-long partnership.
“I am immensely proud of the partnership between Belvedere and Formula 1,” said Francois-Xavier Desplancke, president and chief executive officer of Belvedere Vodka. “Our mutual dedication to innovation, expertise and precision naturally aligns our brands, creating a truly exceptional alliance. In the high-octane world of Formula 1 — where milliseconds forge legends and engines roar with untamed energy — Belvedere Vodka arrives not just as a partner, but as the embodiment of the festivities and the entertainment. Formula 1 isn’t just about speed; it’s about spectacle. And where there’s a race, there will be always a reason to honor the excitement of the sport, from off track to beyond.”Belvedere
Moët & Chandon
Moët & Chandon has come full circle to sponsor Formula 1 and named its official Champagne. Dan Gurney, American motorsports driver and winner of Le Mans in 1967, shook and sprayed his jeroboam bottle of Moët & Chandon — and thus, the tradition for drivers to douse each other in celebratory fizzy sprays was born.
Over the decades of Formula 1, the French Champagne brand has been linked to the celebrations of racing legends, including Sir Jackie Stewart, Ayrton Senna, Niki Lauda, Alain Prost, Mika Häkkinen and Michael Schumacher.
Notably, Moët & Chandon has also announced its title partnership at the 2025 Formula 1 Moët & Chandon Belgian Grand Prix at the Circuit of Spa-Francorchamps.
“The tradition of toasting on the podium is one of the most iconic moments in our sport and we are thrilled to welcome once again Moët & Chandon as the official Champagne of Formula 1,” said Stefano Domenicali, president and chief executive officer of Formula 1. “This partnership celebrates the history, emotion and excellence that bind Formula 1 and Moët & Chandon, in a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary.”
Chivas Regal
Ahead of the 2024 Las Vegas, Scuderia Ferrari and Chivas Regal announced their multiyear partnership — the Scottish whisky company is an official team partner of the historic Italian racing team from 2025 onwards.
“We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail and craftsmanship — founded on years of tradition, while constantly evolving,” said Frederic Vasseur, team principal at Scuderia Ferrari. “Together, we share the desire to progress and set the benchmark in our respective fields of endeavor. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.”
Independent of the team partnership, Ferrari driver Charles Leclerc was also named the spirit company’s new global ambassador. Leclerc, a self-taught piano player who’s released music over the years, is hosting a one-night-only piano bar pop-up with Chivas Regal called “Leclerc’s” on Tuesday at the upcoming Australian Grand Prix to merge together the worlds of music and whisky.
“It’s no secret Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence and off-track passions that inspired this partnership,” said Nick Blacknell, global marketing director of Chivas Regal at Chivas Brothers.
Almave
At the 2023 Mexico Grand Prix, Lewis Hamilton sent fans into a tizzy when he took a sip of his newly launched nonalcoholic spirit Almave — he also accessorized his paddock looks by carrying a bottle of his two options, Almave Ámbar and Almave Blanco with him into the paddock.
Hamilton worked and cofounded the company with Iván Saldaña, a master distiller at Casa Lumbre and the investment firm Copper, to launch the venture.
“I’ve always loved tequila for its taste, but there are times when I don’t want the alcohol part of the deal and I know that there is a growing group of people who want the same,” Hamilton previously told WWD.
Over the past two years, Hamilton has hosted a slew of fan activations during the Miami Grand Prix and the Las Vegas Grand Prix race weekends. In October 2024, Pernod Ricard acquired a minority stake in the company.
“With Almave, Lewis Hamilton and Casa Lumbre have designed something that is truly exceptional in terms of quality, taste and positioning,” said Alexandre Ricard, chairman and chief executive officer of Pernod Ricard. “Agave is a highly sought-after category across the world. Having a non[alcoholic] proposition in our Premium portfolio that pays full tribute to the craft and savoir-faire of its traditional distillation makes it a true gem. I’m very excited to see Pernod Ricard support the development and fulfil the true potential of Almave.”
Liquid I.V.
The Unilever-owned electrolyte drink mix Liquid I.V. has inked with the Miami Grand Prix for a multiyear partnership to be the race’s official hydration partner — making it the company’s first foray into the world of Formula 1 and motorsports.
The company hosted its first Liquid I.V. Racehouse in 2024 and did a full Miami takeover, including placing billboards around the city and giving out samples to Grand Prix attendees inside and outside of the Paddock Club and general admissions areas.
“A partnership like this is so meaningful to us because it’s high impact, high engagement,” Stacey Andrade-Wells, chief marketing officer of Liquid I.V., previously told WWD. “It puts us at the forefront of culture. It really allows us to enter into a sports and racing space in a more official capacity. [Formula 1] got on our radar especially because we noticed that the fandom of Formula 1 is growing amongst female audiences. We have a very big female consumer base today so it was a great opportunity for us to lean into that and bring Liquid I.V. to life to an audience that is becoming more and more female by the day.”
Glenfiddich
Ahead of the 2024 Las Vegas Grand Prix, Aston Martin and Glenfiddich announced their multiyear partnership. The Scotch whisky company said bringing together two timeless brands shared commitment to “their heritage, innovation and relentless pursuit of excellence.”
And to celebrate the partnership, Glenfiddich explored its archives to find a rare cask from 1959 — paying tribute to the year of Aston Martin’s debut in the sport and the year they won the 24 Hours of Le Mans race.
“This partnership between Glenfiddich and Aston Martin Formula One Team is rooted in a shared passion for excellence and innovation,” said Søren Hagh, chief executive officer of William Grant & Sons. “Glenfiddich’s whisky-making heritage meets Aston Martin’s iconic presence in motorsport, creating a timeless yet forward-thinking partnership. Together, we’re inspiring a global audience, inviting them to experience a legacy built on dedication and mastery.”
Heineken
Ahead of the 2023 season, Heineken 0.0 announced its multiyear partnership with four-time Formula 1 champion Max Verstappen to be its global ambassador. The nonalcoholic beer also became a partner of Verstappen’s Red Bull Racing team.
Verstappen, a Dutch-Belgian motorsports driver, said that “it is something truly special to partner up with an iconic Dutch brand like Heineken.” Moreover, as an avid gamer and passionate simulator racer, his partnership with Heineken has extended to Player 0.0, a global gaming initiative in the US since 2024 — Verstappen was on-site in Madrid this past Dec. at the Heineken Player 0.0 Global Final. He also starred in a Heineken responsible drinking ad where he played a designated driver.
“We are incredibly excited to partner with not only the current world champion, but also the team behind him in Oracle Red Bull Racing,” said Bram Westenbrink, global head of brand at Heineken. “Max is a Dutch and global icon. He is the perfect ambassador for Heineken 0.0; his passion both on and off the track — in the Sim Racing community, will expand our message into the world of gaming with Player 0.0 and help in our push to encourage responsible consumption”.
Heineken has also the title partner of the Las Vegas Grand Prix, since its inaugural race.
Jack Daniel’s
During the 2022 season, Jack Daniel’s announced a multiyear partnership with McLaren for 2023 and beyond — and making them an official team partner. Since then, the Tennessee whiskey company has also released two special-edition McLaren Racing Edition Tennessee Whiskey bottles in 2023 and 2024, available for fan purchase at select races.
The company has also worked with Universal Music Group for Brands to host its ongoing series of “Jack’s Garage” with Metro Boomin in Vegas in 2023; Chris Jedi and Gaby Music in Miami in 2024; Shaboozey and Brothers Osborne in Austin in 2024, and T-Pain in Vegas also in 2024.
“We’re proud to celebrate the continued partnership between McLaren and Jack Daniel’s, two brands known around the world for representing a spirit of boldness and authenticity,” said Jamie Butler, global brand director at Jack Daniel’s. “Together, we’ve created unmatched fan experiences around F1 races and are looking to build upon that success and accelerate in the new race season.”
Patrón
In 2022, Patrón became the first official partner of the Formula 1 Paddock Club. The tequila company went on to announce its global spirits multiyear partnership with Red Bull Racing to cement its place in motorsports in 2023 at the Miami Grand Prix with its Patrón Pit Stop experience for Cinco de Mayo — with Becky G performing. That same year, the partnership celebrated Mexican heritage by collaborating with former Red Bull Mexican driver Sergio Perez on a limited-edition collectible heritage tin.
For the 2024 Las Vegas Grand Prix, Patrón teamed up with Olympic gold medalist Shaun White to create an off-the-track experience featuring three bars at the Wynn Las Vegas hotel serving the brand’s special margarita and appearances by White to mix up cocktails.
“Our partnership with Oracle Red Bull Racing brings together two like-minded brands that are driven by originality, authenticity and have an undeniable passion to achieve greatness,” Allie Bostwick, senior director of global brand PR, culture and brand partnerships at Patrón Tequila. “This is one of the most exciting times in the history of motorsport with F1 gaining so many new fans — especially in the U.S. F1 is in the cultural zeitgeist like never before and we’re thrilled to be continuing our presence in the world of F1 with our partnership with ORBR.”