Sky Media and GroupM, in conjunction with Wavemaker Ireland, have agreed a deal for Peroni Nastro Azzurro 0.0% to become the title sponsor of the broadcaster's Formula 1 online video content for the remainder of the 2022 season.
The alcohol-free beer brand will sponsor Sky content from the racing paddock, pitstops and podium finishes, which will be available on the Sky Sports websites, apps and YouTube channel.
Commenting on the partnership, Ben Staves, head of digital at Sky Media Ireland, said: "Sky’s digital platforms enable cross-screen ownership of The Formula 1 season – allowing access to younger, hard to reach audiences as well as multi-screen presence and messaging.
"All formats are clickable and highly viewable, with content driving dwell times of over an hour. We are delighted to have Peroni Nastro Azzurro 0.0% come on board as the primary sponsor of our exclusive series of race highlights and pundit analysis across our network.”
Richard Ingram, global brands director at Asahi Europe & International, which owns Peroni, said: “This new partnership with Sky Media is another landmark moment for Peroni Nastro Azzurro 0.0% as we further establish our commitment to Formula 1.
In Association with
"Our successful ongoing partnership with the Aston Martin Cognizant Aramco Formula 1 Team has seen the alliance of two iconic brands with fantastic synergies around style and passion come together, while Sky Media offers us the perfect opportunity to take our brand-new alcohol-free beer to millions of Formula 1 fans.”
The Peroni Nastro Azzurro 0.0% logo is prominently featured on the Aston Martin F1 car and on the kit worn by drivers Sebastian Vettel and Lance Stroll.
The 2022 Formula 1 season started in March with the Bahrain Grand Prix, with five race weekends having taken place to date. The recent inaugural Miami Grand Prix attracted the likes of Michael Jordan, Serena Williams and Tom Brady.
Sky Ireland recently opened the first of four new retail stores in Blanchardstown Centre, north Dublin and became the main sponsor of Ireland's women's national football team.
Photo: Formula 1 world champion Max Verstappen on the podium after winning Miami grand prix this month. (Pic: Mark Thompson/Getty Images)
