Peroni Nastro Azzurro 0.0% becomes title sponsor of Formula 1 2022 online video content, across Sky Sports platforms.
Sky Media and GroupM Digital, in conjunction with Wavemaker Ireland, have announced a season-long partnership with Peroni Nastro Azzurro 0.0%, as title sponsor of Formula 1™ 2022 online video content, across Sky Sports platforms.
The partnership will revolve around Sky’s exclusive F1™ coverage of all race weekends including the paddock, every pitstop and podium finish in highlight form. The content is available to Sky and non-Sky subscribers across Sky Sports’ websites, Apps and Sky Sports YouTube channels (including Sky Sports F1™).
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.”
The 2022 F1™ season will host 22 Races across the calendar year. Race Weekend 1 started in Bahrain on March 20th and runs through to the final race in Abu Dhabi on November 20th. The deal complements the existing Peroni Nastro Azzurro 0.0% sponsorship of the Aston Martin Aramco Cognizant Formula 1™ Team. The Peroni Nastro Azzurro 0.0% logo takes pride of place on the car and features on the team kit worn by Sebastian Vettel and Lance Stroll. It is also displayed inside the car, which is important when targeting a video audience, as the cockpit view is regularly shown.
Richard Ingram, Global Brands Director at Asahi Europe & International 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™. 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.”
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