Motor racing’s prestigious Formula (F1) has announced premium brand Belvedere as the sport’s first official vodka partner, building on its tie-up with luxury goods conglomerate LVMH ahead of the 2025 season.
The deal comes as part of an overall long-term sponsorship deal between F1 and LVMH, that was announced in October 2024. The 10-year deal begins with the 2025 season and will run through 2034.
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To kick off its partnership, Belvedere will host an official after-party for the season-opening Australian Grand Prix in Melbourne later this month.
Additionally, Belvedere Vodka will be served in hospitality spaces throughout the season, including in the Paddock Club and the F1 Garage.
F1 president and chief executive Stefano Domenicali has said: “Formula 1 has always been the symbol of prestige, adrenaline, and spectacle, which is why we are so thrilled to welcome Belvedere as our first Official Vodka Partner.
“This announcement once again confirms the strong connection with LVMH, consolidated by a decade-long partnership. Their willingness to fully embrace the spirit of Formula 1 excites us and makes us proud of this partnership.”
Belvedere is the fourth LVMH brand to become an official partner of F1 since the announcement of the pair’s tie-up.
In January, watch brand Tag Heuer was unveiled as F1’s new timekeeping partner supplanting Rolex, while fashion house Louis Vuitton has become an official F1 partner and the title partner of the 2025 season-opening Australian Grand Prix.
Last month, meanwhile, luxury champagne brand Moët & Chandon was announced as the official champagne of F1, gaining a presence at every race across the F1 calendar, as well as the title sponsor of the Belgian Grand Prix.
Ahead of the season, F1 has secured other several commercial partnerships, including a title sponsorship extension for the Singapore Grand Prix with national carrier Singapore Airlines through the 2024 season.
Meanwhile, MSC Cruises will again put its name to a trio of grands prix – in Austria, the US, and Brazil – next season, through a deal unveiled in early January.
Meanwhile, UK-based F1 team Mercedes-AMG Petronas has announced lifestyle accessories brand Mous as an official supplier for the upcoming season.
To launch the partnership, Mous has launched an official Mou x Mercedes-AMG F1 Team Backpack, which will be used by the team’s engineers, mechanics, and drivers.
The pair will also collaborate throughout the season to develop a range of premium travel and tech accessories, including a phone case collection, featuring exclusive designs based on the team.
Richard Sanders, chief commercial officer at Mercedes-AMG Petronas F1, said: “Mous stood out as the ideal partner. Their products are high quality, innovative and durable.”
In January, the team secured Adidas as an apparel partner in a deal that will see the German sportswear brand manufacture a range of clothing for the team, including sportswear and team apparel for Mercedes drivers, mechanics, engineers, and support staff.
Adidas will also produce footwear and accessories as part of the range.
The 2025 F1 season starts with the Australian Grand Prix on March 16 and will end with the Abu Dhabi Grand Prix on December 7.
