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Ferrari is heading into the 2024 F1 season with a new look — and a new partnership.
Hot off the unveiling of the SF-24 car, Scuderia Ferrari has announced a multi-year deal with Peroni Nastro Azzurro 0.0%, the premium Italian beer brand’s new alcohol-free offering. As part of the partnership, Peroni branding will be seen on the Ferrari Formula One cars and driver uniforms this year, in addition to appearing at select activations and events. Peroni is also releasing special-edition Tifosi Nastro Azzurro 0.0% bottles (a tribute to the team’s diehard fans, the Tifosi) numbered from 1 to 2024, in conjunction with the year of the partnership.
Ferrari driver Charles Leclerc was on hand at the automative brand’s headquarters in Maranello, Italy to help kick off the Peroni 0.0% partnership, telling guests that he was excited to see the ways the branding and campaign will come to life.
Leclerc appears in one of the first releases himself, starring in a commercial with fellow Ferrari driver Carlos Sainz. Titled “The Brake In,” the short film follows the drivers as they enter the Birra Peroni brewery under the direction of Team Principal, Fred Vasseur. Their goal: to brake into the factory to find the prized Tifosi Nastro Azzurro 0.0% labels.
While Leclerc says he had a lot of fun filming the clip, don’t expect him to launch an acting career anytime soon: “I think it was just for the commercial,” he chuckled.
The Peroni collaboration comes at a pivotal moment for the venerable racing brand, with news that Lewis Hamilton will leave Mercedes to join Scuderia Ferrari in 2025. While Leclerc didn’t address the changes directly, he did speak about the “special relationship” he’s formed with current teammate Carlos Sainz, joking that, “I see Carlos more than my own family.”
Leclerc also offered some insight into his goals for the upcoming racing season. “We all want to win, but looking at where we are starting from from last year, Red Bull had a big advantage, so now we need to close the gap as much as possible,” he said. “We’ll do absolutely everything we can in order to challenge Red Bull for the championship. I’m only happy when I win; second place is not my target.”
The 2024 Formula One season opens March 2 with the Bahrain Grand Prix. Ferrari finished third in the 2023 Constructor Standings, behind Red Bull and Mercedes, and will be looking to move up.
As for the Peroni collaboration, parent company Asahi calls this a “destined relationship between two Italian icons,” adding that “the partnership will celebrate the passion and style exemplified by both Peroni Nastro Azzurro 0.0% and Ferrari, aspiring to elevate the racing experience for fans around the world.”
