Formula +
Friday, August 9, 2024 at 1:00 PM
author: Daniel Horvath
Jeff Mahoney, owner and managing director of NEFT Vodka, told Formula.hu that they decided to get involved in Formula 1 because of the Netflix series Drive to Survive F1.
Austria-based NEFT Vodka has emerged as a Visa Cash App RB F1 team partner in the high-speed circus – and the sponsorship deal is based on none other than the Netflix F1 series.
“To be completely honest, the background to the decision was basically Drive to Survive, a Netflix production,” Jeff Mahoney replied to our question when we asked why they decided to enter Formula 1.
“The demographic change that the series has brought about fits perfectly into our plans. Formula 1 is undoubtedly a top-tier sport, with all the big, luxury brands present. The Formula 1 environment is very creative, innovative and precise.
“The Formula 1 environment was always there, but demographically it didn’t provide what we needed. Then came Drive to Survive – new people started to learn about Formula 1 and realised it’s a real sport where everyone has their own struggles, their own stories of love and togetherness.
“Then we suddenly found ourselves in the boardroom looking at the costs and potential consequences of Formula 1 sponsorship. Formula 1 helps us a lot, but it is only part of our marketing channels. Formula 1 helps to mobilise, to stimulate business and to stimulate purchases through different events.”
And what have the experiences been like so far? “Great experiences, with great results. Brand awareness has gone up dramatically,” said Jeff Mahoney.
Anyone who still had doubts about Drive to Survive's impact on Formula 1 may have been dispelled.
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