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Ferrari heads into the 2024 F1 season with a new look — and a new partnership.
Hot on the heels of the unveiling of the SF-24 car, Scuderia Ferrari has announced a multi-year deal with Peroni Nastro Azzurro 0.0%, the new offering from the leading Italian non-alcoholic beer brand. As part of the partnership, the Peroni brand will appear on Ferrari Formula 1 cars and drivers' uniforms this year, in addition to appearing in selected activations and events. Peroni is also releasing special edition Tifosi Nastro Azzurro 0.0% bottles (a tribute to the team's die-hard Tifosi fans) numbered from 1 to 2024, in conjunction with the year of the partnership.
Ferrari driver Charles Leclerc was at the car brand's headquarters in Maranello, Italy to help launch the Peroni 0.0% partnership, telling visitors he was excited to see the ways the brand will come to life and the campaign.
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 leader Fred Wasser. Their goal: to brake at the factory to find the award-winning labels Tifosi Nastro Azzurro 0.0%.
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 smiled.
The Peroni partnership comes at a pivotal time for the venerable racing brand, with the news that Lewis Hamilton will leave Mercedes to join Scuderia Ferrari in 2025. While Leclerc did not directly address the changes, he spoke of the “special relationship” he has formed with current teammate Carlos Sainz, joking that, “I see Carlos more than my 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 last year, Red Bull had a big advantage, so now we have to close the gap as much as possible,” he said. “We will do everything we can to challenge Red Bull for the championship. I'm only happy when I win. Second place is not my goal.”
The 2024 Formula 1 season begins on March 2 with the Bahrain Grand Prix. Ferrari finished third in the 2023 Constructors' Standings, behind Red Bull and Mercedes, and will be looking to move up.
As for the collaboration with Peroni, parent company Asahi calls it a “destined relationship between two Italian icons,” adding that “the collaboration will celebrate the passion and style exemplified by both Peroni Nastro Azzurro 0.0% and Ferrari, who aspire to elevate the racing experience for fans around the world.”
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