Aston Martin F1 team toasts to multi-year Glenfiddich deal
The Aston Martin Formula 1 team have inked a multi-year global partnership with Scotch whiskey brand Glenfiddich.
The new agreement comes ahead of the 2024 Las Vegas Grand Prix, which will take place on 24th November.
The William Grant & Sons-owned company will receive brand visibility on the team’s racing cars from 2025.
To celebrate the new collaboration, Glenfiddich has brought out a rare cask from 1959, the year in which Aston Martin first joined Formula 1.
London-based agency MSQ Sport + Entertainment helped develop the creative idea and launch.
Aston Martin have announced a number of new partnerships in recent weeks, including a multi-year technical agreement with Puma, as well as a global deals with technologies and solutions specialist Zerox, and Saudi mining company Ma’aden.
“At the Aston Martin Aramco Formula One Team, we continuously push boundaries to set new standards, and Glenfiddich embodies that same spirit of perfection and innovation,” said Lawrence Stroll, Executive Chairman at the Aston Martin Formula 1 team.
“The Las Vegas Grand Prix is the perfect stage to debut our partnership, and we’re excited to offer fans an unforgettable experience that transcends the racetrack and whisky world alike.”
Søren Hagh, CEO at William Grant & Sons, added, “This partnership between Glenfiddich and the Aston Martin Aramco Formula One Team is rooted in a shared passion for excellence and innovation.
“Together, we’re inspiring a global audience, inviting them to experience a legacy built on dedication and mastery.“
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