RB’s sponsor NEFT Vodka joined the sport of Formula 1 after being inspired by the immensely popular Netflix documentary series “Drive to Survive.” The sport has experienced a significant surge in popularity recently, thanks to the efforts of Liberty Media and increased American involvement. The docuseries has played a crucial role in boosting Formula 1’s fame.
NEFT Vodka, a major sponsor of RB, recognized the potential of Formula 1 through “Drive to Survive” and decided to enter the sport. As the seasons progress, Formula 1 continues to attract more viewers and sponsors.
The CEO of NEFT Vodka explained the rationale behind their move into the world of motorsport. They highlighted the impact of “Drive to Survive” on the sport, noting the impressive demographic changes it has brought about. These changes align perfectly with NEFT’s plans, as Formula 1 offers a creative and innovative environment.
Despite RB’s inconsistent performance in the 2024 season, NEFT Vodka’s involvement has further elevated the brand of the alcoholic beverage. Jeff Mahony, the CEO, disclosed that they began considering Formula 1 sponsorship after watching “Drive to Survive.” For NEFT, the sport serves as yet another marketing channel for their drink.
The continuous efforts of Liberty Media have been instrumental in driving the sport’s growth. The mass media company is set to introduce more captivating ventures that will enhance Formula 1’s popularity. With its impressive highlights, the sport has already earned the reputation of being the pinnacle of motorsport.
