Business: Ferrari secure key deals with new and old partners

By on

Just two weeks ahead of the sole pre-season testing, Ferrari have announced the establishment of new partnerships and the continuation of existing agreements.


Celsius Holdings has renewed and expanded the partnership with Ferrari, the Italian outfit has recently announced. The Florida-based company produces a fitness drink that is referred to as Celsius. The new agreement will see Celsius become a global Team Partner of Ferrari.

Ferrari statement read: “Celsius therefore will continue to energize Scuderia Ferrari on track and in Maranello with the essential energy of its fitness drink made with premium ingredients and zero sugar designed to help people who want to live fit, surpass their goals and improve the quality of their daily lives.”

Peroni Nastro Azzurro
Having left Aston Martin at the end of the 2023 F1 season, Ferrari has announced a new partnership with Peroni Nastro Azzurro 0.0% , the Italian super premium beer brand owned by the Asahi Europe & International group. The multi-year partnership will see Peroni support Ferrari’s F1 activities and the Italian’s one-make racing series, the Ferrari Challenge Trofeo Pirelli.

To celebrate the partnership, Peroni Nastro Azzurro 0.0% will launch a series of limited-edition products, starting with Tifosi Nastro Azzurro 0.0% as an affectionate nod to the Scuderia Ferrari fans.

Ferrari Team Principal Fred Vasseur commented: "We are very pleased to announce the partnership between Scuderia Ferrari and Peroni Nastro Azzurro 0.0%. Having both brands represented in the blue riband category of motorsport contributes to ensuring strong visibility for Italy on the world stage.

“Our two great companies have many values in common, such as an eye for detail and style, as well as an ability to combine tradition and innovation in our respective fields. I’m looking forward to our collaboration with Peroni Nastro Azzurro 0.0% , which I’m sure will prove to be a great success for both parties."

Bang & Olufsen, ManpowerGroup, CEVA Logistics

Furthermore, Ferrari has also renewed its partnership with Danish company Bang & Olufsen, a long-time leader in the field of audio technology.

Over the course of the season, the team will continue to use audio system is supplied and managed by Bang & Olufsen inside the team’s motorhomes in the paddock. At the same time, the Danish company has also announced that a new range of special edition products will be released which will “allow all enthusiasts to enjoy the excitement of Formula 1 in another dimension.”

The Maranello-based outfit has also extended its partnership with ManpowerGroup, a world leader in the field of innovative workforce solutions that “helps companies grow in an ever-changing world of work, through talent search, selection, development and management.”

“Being able to count on an excellent partner in ManpowerGroup means Scuderia Ferrari can quickly and efficiently secure the best available candidates for all roles throughout the season,” read Ferrari’s statement.

The Scuderia has also signed a new contract with existing partner, CEVA Logistics, a subsidiary of the CMA CGM Group. The new multi-year agreement will see the French company continue to supply all logistical services to Scuderia Ferrari for all events of the Formula 1 World Championship, as well as GT races and the Ferrari Challenge, one of the most famous one-make racing series in the world, now in its 32nd season.

Expanding on the innovative and sustainable transport plans of CEVA Logistics, Ferrari’s statement read: “Scuderia Ferrari shares with CEVA Logistics a passion for innovation, always looking for the best possible solutions to achieve the best results. This common goal was perfectly illustrated by the innovative transport plan – a world first – introduced by the French company for the races held in North America in 2023, when all the team’s equipment was moved by rail, thus reducing its carbon footprint by 90% when compared to air transport and by 32% compared to road transport.”