F1 drivers steal the spotlight: brands begin to favour star power over tricky team politics
A busy start to the month for Charles Leclerc and his sponsorship deals.
In the space of two weeks, he was announced as the new face for Bang & Olufsen, the Danish audio brand and as the first Global Ambassador of Peroni Nastro Azzurro 0.0%.
The top-tier Italian beer, which runs under Asahi Europe & International, has launched a multi-year partnership with the Scuderia Ferrari HP driver. This partnership kicks off with the '0.0% to 100%' campaign, set in the picturesque Lake Como. Featuring social media episodes, interactive events, and exclusive signed gifts, the campaign aims to capture the essence of the Italian 'Dolce Vita' through Leclerc's eyes. This move aligns with Asahi's goal of boosting their alcohol-free beverage share to 20% by 2030.
The newly announced partnerships highlight how, in the fast-paced world of Formula 1, brands are shifting gears and opting to sponsor individual drivers as well as entire teams. Lewis Hamilton was the standard-bearer for this, notably with his collaboration with Tommy, but as more drivers wield their star power, expect more and more of this.
Why the switch to drivers? It's all about relatability and impact. Leclerc for example, with his stylish yet approachable image, is a perfect fit for brands aiming to connect with specific audiences. Consumers love to see familiar faces they admire, and Leclerc's connection to Italy's chic lifestyle, being a ‘cultural symbol of innate style’ makes him a standout choice for the beer brand.
Other brands are catching on. Tumi has partnered with McLaren Racing and named Lando Norris as an ambassador, while Boss has extended its relationship with Aston Martin by bringing Fernando Alonso on board, not to mention Tommy Hilfiger’s long-lasting relationship with Lewis Hamilton (see above) now expanding to his current teammate, George Russell.
As F1's global popularity accelerates, drivers like Leclerc help bring the sport closer to fans. They mix luxury with a down-to-earth vibe, making the sport more accessible and relatable. So, while the cars and teams are crucial, it's the drivers who are now stealing the spotlight, making them the perfect ambassadors for brands aiming to make a splash.