W Series follows F1 with Ferrari Trento collaboration
Motor racing - 22 Jun 2021
The W Series, the international all-women motor racing championship, has brought Ferrari Trento, the Italian sparkling wine producer, on board as a sponsor for the upcoming 2021 season.
Ferrari Trento will be the series’ official sparking wine partner for the eight-race campaign, which starts in Austria next weekend, and concludes in Mexico at the end of October.
The sparkling wine will be the drink of choice for the top three drivers at each race to celebrate with on the podium, and hospitality guests will be served the brand’s wines during races.
The deal follows hot on the heels of Ferrari Trento entering a similar exclusive partnership with Formula 1, for which the W Series is acting as support at eight events this year.
Under a three-year deal, the brand is serving as the official sparkling wine and official toast of Formula 1 podium celebrations, and its products are available at the Formula 1's Paddock Club and other official venues.
Welcoming the new deal, Catherine Bond Muir, the W Series chief executive, said: “Having an existing F1 partner come on board is the latest endorsement of W Series’ mission and I am delighted that Ferrari Trento has recognised the value of aligning with us. We’re in discussions with other brands within F1’s ecosystem and are confident this is just the beginning.”
Matteo Lunelli, Ferrari Trento’s president and chief executive, added: “It is with great pride that we round-out our presence in the racing world through this partnership with W Series. We have had the pleasure of seeing some fantastic female athletes toast with Ferrari Trento throughout our history, and are looking forward to continuing this by adding the W Series."
Other W Series sponsors include Rokit, Puma, Acronis and Hankook.
The series debuted in 2019 but the 2020 campaign was cancelled due to the coronavirus pandemic.