Martini to Sponsor Team Ferrari

An iconic Italian drinks brand has teamed up with an iconic Italian motor-racing brand in this year’s Formula One season.

For Martini, Ferrari was an obvious choice for its F1 sponsorship. In addition to both brands being authentically Italian, Vincent Huinck, marketing manager for Martini, believes it is important that both are international brands.

Martini, however, is not new to the world of motor racing. With an association that goes back over 35 years, Martini once had its own F1 team, managed at one point by none other than Bernie Ecclestone, now the most powerful figure in F1 racing.

Martini’s campaign extends beyond its sponsorship of Ferrari. With sports television producer Sunset+Vine, it has developed Martini World Circuit, in which F1 fans will get a look behind the scenes of the sport.
In six languages, and broadcasting in over 20 countries, Martini World Circuit is a weekly 25-minute show that combines lifestyle and motorsport, giving viewers a taste of the glamour behind F1.

Despite the series being reviewed by Martini, the production company is given freedom over the content, which will consist of over 70% original footage. The series was first broadcast last month, in time for the opening of the 2006 season in Bahrain.

As effective as an association with Ferrari is, Huinck is aware that the visibility of a small logo on a fast car is not optimal, so Martini will also have large advertising around the circuits of the four races closest to the Mediterranean – Monaco, Barcelona, Monza and Imola.

The final aspect of Martini’s Formula 1 marketing will be a social responsibility campaign involving Ferrari, which will use the association to discourage drunk driving.

With the season, and this partnership, well underway, Huinck is convinced that, “Martini and Ferrari together can deliver
a strong message”.  db  April 2006