After four years, the collaboration between Formula 1 and Ferrari Trento ends: "We will continue to bring great emotions to sport"

It has been four years since Ferrari Trento joined the world of Formula 1 as an official partner. This collaboration captured the hearts of fans and drivers alike, bringing Trentodoc sparkling wine to the pinnacle of motorsport celebrations. Despite the final toast on the podium at the Abu Dhabi Grand Prix, the partnership between Formula 1 and the Lunelli family’s winery has concluded. Speaking to Gambero Rosso from a flight back to Italy, Matteo Lunelli, President of Ferrari Trento and CEO of the Lunelli Group, reflected with pride on the triumphs and memorable moments of this collaboration that bridged the worlds of winemaking and motorsport.

A historic connection

The bond between Formula 1 and sparkling wine dates back to 1950, when Juan Manuel Fangio won the French Grand Prix at the Reims-Gueux circuit and was gifted a bottle from the nearby Moët & Chandon producer. In 1966, at the 24 Hours of Le Mans, a bottle of champagne on the winner’s podium spontaneously popped after being left in the sun, prompting Dan Gurney to spray it in celebration the following year. This tradition quickly became a Formula 1 hallmark, with Moët becoming the official sponsor in 1966. For 50 years, champagne graced the podiums of F1, except in countries where alcohol is prohibited.

Four years ago, however, the Lunelli family replaced champagne as the sport’s official celebratory drink. Aiming to elevate their brand’s global profile, they secured a sponsorship agreement through 2025, inviting visitors to explore their vineyards and Michelin-starred restaurant at the base of the Dolomites.

Matteo Lunelli and Stefano Domenicali, President and CEO of the Formula One Group

Ferrari Trento’s impact

As Matteo Lunelli emphasised, Ferrari Trento's partnership with Formula 1 was a story of international visibility and milestones that marked a turning point for the brand. Since becoming the official toast of Formula 1 in 2021, Ferrari Trento’s sparkling wine has been popped on podiums worldwide, from Imola to Monte Carlo, Miami to Las Vegas, culminating at the record-breaking Abu Dhabi Grand Prix.

“This has been an extraordinary journey that has brought immense visibility to Ferrari Trento,” Lunelli told Gambero Rosso. “Not only did drivers celebrate with Italian bubbles, but we also showcased Ferrari Trento in hospitality venues worldwide.” With approximately 250,000 bottles opened and a consistent presence at motorsport events, the partnership exponentially expanded Ferrari Trento’s reach, significantly increasing exports and brand recognition, which, according to Lunelli, have doubled during this time.

A strategic success

The success of this collaboration also stemmed from a targeted marketing strategy and Ferrari Trento’s prominent presence at Grand Prix events and luxury venues. For instance, during the Las Vegas Grand Prix, Ferrari Trento’s bottles were served in every room of the Ferrari Lounge at the Four Seasons Hotel, demonstrating the brand’s ability to seamlessly integrate into high-end contexts and enhance its identity. Lunelli expressed satisfaction with this achievement, emphasising the importance of promoting the Trento region and proudly distinguishing Ferrari Trento from the world of Scuderia Ferrari.

Philanthropic achievements

Ferrari Trento also raised over €180,000 through the auction of podium bottles signed by drivers, with proceeds benefiting charities such as Make a Wish, Race Against Dementia, Keep Fighting, Senna Foundation, Keep Memory Alive, the International Red Cross, and the Civil Protection Agency of Emilia-Romagna. This demonstrated that Ferrari Trento was more than an official sponsor; it was a partner committed to giving back.

Looking ahead

The conclusion of the partnership does not signal a slowdown for Ferrari Trento but opens doors to new opportunities. “There’s no bitterness about the end of this adventure, only great satisfaction for what we’ve achieved together,” Lunelli said with a smile. “We’ve seen Formula 1 grow globally, and we’ve grown alongside it.” Now, Ferrari Trento is focusing on new projects, targeting luxury hotels, restaurants, and resorts to further expand its global distribution.

Reflecting on memorable moments, Lunelli cited Charles Leclerc’s victory and the custom-designed Ferrari F1 Italian Grand Prix Jeroboam bottle as highlights. Beyond victories, the partnership also forged enduring friendships and revealed a world more significant than they had anticipated. “We began this collaboration in the middle of a pandemic, uncertain of what the future held. Today, I can say it was a winning bet,” Lunelli concluded.

As this chapter closes, the Ferrari Trento CEO affirmed, “We won’t be idle. We will continue to bring great emotions to the world of sport and entertainment, and we will keep celebrating champions—it’s in our DNA.”