The partnership comes as Formula 1 sees explosive growth globally, driven in part by Netflix’s hit docuseries, Formula 1: Drive to Survive, which debuted in 2019. F1 is now the most popular yearly sporting series, reaching a total audience of 750 million, and has seen global interest grow by 5.7%, or approximately 50 million new fans, since 2021, according to a December report by Nielsen Sports.
“The Italian Way” will run globally and extend through social media and other content timed around key racing weekends during the year. Because only 1% of Formula 1 fans are able to attend the races, Peroni Nastro Azzurro 0.0% will also host immersive activations in global cities, spearheaded by agency Wasserman.
Beyond the Ferrari partnership, more work from Peroni and McCann is also on the horizon, aimed at “continuing [the brand] story in a more elevated, unmissable way,” Burford said.
