Ahead of the 2021 Formula One season, the freshly-rebranded Aston Martin Racing Cognizent F1 Team has confirmed three new partners in form of Peroni Libera, SentinelOne and Girard-Perregaux.
The Silverstone-based team entered into a partnership with Peroni Libera 0.0%, the Super Premium alcohol-free beer brand. The Peroni Libera 0.0% logo will be seen on the Aston Martin Cognizant Formula One Team’s 2021 challenger car livery and team kits during the season.
The Italian brand Peroni Nastro Azzurro launched its first non-alcoholic beer Peroni Libera 0.0% in 2019. Triple hopped and made with Nostrano Peroni Maize to produce its distinctive rich fruity aroma, Peroni Libera 0.0% offers distinct notes of citrus and powerful hoppy bitterness, resulting in a crisp and refreshing finish.
The Peroni Libera 0.0% beer will be served in Aston Martin’s motorhome during the Grand Prix weekends and across a number of off-track presentation and activations. The brand, Peroni Nastro Azzurro, owned by Asahi Europe & International, hopes that the deal will help engage new and current consumers.
Richard Ingram, Global Brands Director at Asahi Europe & International said: “This is a landmark moment for Peroni Libera 0.0% and an opportunity to take our alcohol-free beer brand Peroni Libera 0.0% to consumers through the platform of Formula One.
„By partnering with the Aston Martin Cognizant Formula One Team we believe we are creating an alliance of two iconic brands with fantastic synergies around style, heritage and passion.
„As health and wellbeing continues to drive innovation in the beer category, this partnership will widen the awareness of Peroni Libera 0.0% to ensure it remains the number one choice for those seeking an aspirational non-alcoholic option as part of their balanced lifestyle. We look forward to telling that story to the world throughout the 2021 Formula One™️ season and for many years to come, Ingram said.
Ahead of Aston Martin’s return to Formula One following a 60-year absence, the team has also confirmed SentinelOne as its Official Cybersecurity Partner.
The new partnership with the cybersecurity platform company complements the leading cybersecurity company’s ongoing partnership with Aston Martin Lagonda. The technical partnership will protect every Aston Martin endpoint, IoT device, and cloud workload with AI-powered technology that prevents and adapts to cyber attacks at machine speed.
every Aston Martin endpoint, IoT device, and cloud workload with AI-powered technology that prevents and adapts to cyber attacks at machine speed.
Tomer Weingarten, Chief Executive Officer and Co-founder, SentinelOne, said: “The parallels between Aston Martin and SentinelOne are strong, and it is an honour to support the Aston Martin Cognizant Formula One Team’s much-anticipated return to the top tier of global motorsport.
„We both share a relentless passion for innovation and desire to disrupt the status quo and an appreciation of the significance of speed. These core principles are at the soul of this partnership and represent the power of Aston Martin Cognizant Formula One Team and SentinelOne.”
Aston Martin’s much-anticipated return to Formula 1 starts with SentinelOne by its side. An icon reborn. An icon secured. A new chapter awaits! @AstonMartinF1 #Formula1 #AstonMartinF1 #sentinelone #IAMS1 pic.twitter.com/hY4Uunm45N— SentinelOne (@SentinelOne) February 23, 2021
The British team has also confirmed Girard-Perregaux as Official Watch Partner. The Swiss Manufacture will work on upcoming limited-edition timepieces for the Aston Martin team.
Founded in 1791, Girard-Perregaux is one of the oldest fine watchmaking manufactures still in operation and this year will mark the company’s its 230th anniversary.
The Girard-Perregaux branding will feature on the Aston Martin cars at the start of the 2021 F1 season in Bahrain while the first timepiece to be borne from the collaboration between Aston Martin and Girard-Perregaux will be revealed later this year.
Patrick Pruniaux, Girard-Perregaux’s Chief Executive Officer said: “2021 is an important year for both Girard-Perregaux and Aston Martin. We are celebrating an astonishing 230 years of watchmaking, whilst Aston Martin celebrates its return to Formula 1 as a works team for the first time in over 60 years.
„We have much to celebrate so uniting our worlds to create something special is the perfect way to acknowledge and appreciate these milestones.”