Electric mobility is already a reality, and in Formula E it has existed since 2014, when it was created by the FIA – International Automobile Federation. Big brands and teams are turning their attention to the category, as is the case with Elit vodka, until then sponsor of ROKiT Venturi Racing, reaffirming its engagement with new consumers around the world and demonstrating leadership in sustainability. This current season, Stoli Group maximizes its presence by taking on sponsorship with its global brand, Table. In Brazil, the debut of the E-Prix will be on March 25 at the Anhembi Sambadrome. This is a unique opportunity to leverage the brand, which in the country is represented exclusively by Aurora Fine Brands.
Damian McKinney, CEO global do Stoli Group, diz:
“With the STOLI sponsorship, all of our brands benefit from consumer exposure and engagement. Also, the team changed its name from ROKiT Venturi Racing to Maserati MSG Racing. Stoli Group and Maserati MSG Racing are united in the pursuit of excellence and not only want to be the best, but strive to achieve the unattainable.”
The transition to Maserati MSG Racing, in turn, heralds an exciting new era for Formula E. McKinney goes on to say:
“We are delivering on a vision and mission: to establish the most powerful and sustainable portfolio of ultra-luxury spirits and wines by 2025. To that end, we remain excited to sponsor Maserati MSG Racing. We are proud to have a partner that boldly responds to our vision of sustainability in an innovative way and on multiple fronts. While a successful sustainable journey cannot be achieved alone, together we can make a lasting difference.”
Stoli’s sponsorship allows for more flexibility to activate this partnership globally, as well as expanding opportunities from a corporate perspective. The three main pillars that support this partnership are: responsible consumption, sustainability and involvement with the LGBTIQ+ community, causes genuinely defended by the Group. The CEO adds:
“Stoli Vodka’s mission is to change the way people consume vodka, place the brand firmly in the ‘Formula E’ ecosystem and leverage the global audience. In the ultra-competitive world of beverages, the Season 9 partnership builds on a renewed spirit and narrative to inspire consumers to take action and make the world a better place, in line with the brand slogan Liberate Your Spirit. Partnering with Maserati MSG Racing provides a platform to create sustainability messages that are memorable, authentic and capable of impacting real change.”
In 2022, throughout the season, new customers were won in the main markets. In Mexico, in the month following the event, sales of elitTM Vodka increased by 90% compared to the same period in the previous year; in Jakarta, five new accounts were obtained; in Monaco, 47 new outlets in a substantial business and, in the UK, six customers increased the number of orders for elitTM vodka, in addition to diversifying the portfolio. Other than that, the brand had a reach of 4.2 million generated by influencers – during race weekends – and 53 million from the media.
According to James Rossiter, Team Principle, from Maserati MSG Racing, the partnership with the Stoli Group is an immense source of pride. He complements:
“It’s no secret that our partners are an essential component of our team – we simply couldn’t race without them. But what sets us apart and makes our team and collaborators so special is that we focus on partnerships with purpose. Together in Season 8, we made a tangible impact by standing together. We showed that it was possible to use our platform for good. Working with such committed people and passionate partners is a privilege and a joy. We look forward to many more successful seasons together.”
The CEO of the brand concludes:
“In this 9th season, we plan to elevate and activate this partnership in most markets, not just racing markets. More information on this will come later this year.”
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