RB’s sponsor NEFT Vodka joined the sport of Formula 1 following the hugely popular Netflix documentary series Drive to Survive. The sport has seen a significant boost in popularity recently thanks to the efforts of Liberty Media and increased American involvement. The docuseries has played a crucial role in increasing Formula 1’s fame.
NEFT Vodka, a major sponsor of RB, saw 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 spectators and sponsors.
The CEO of NEFT Vodka explained the rationale behind their entry into the world of motorsport. They highlighted the impact of ‘Drive to Survive’ on the sport and pointed out the impressive demographic changes it has brought with it. These changes fit 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 boosted the alcoholic brand’s reputation. Jeff Mahony, the CEO, revealed that they considered a Formula 1 sponsorship after watching “Drive to Survive.” For NEFT, the sport serves as another marketing platform for their drink.
The continuous efforts of Liberty Media have contributed significantly to the growth of the sport. The mass media company plans to introduce more captivating ventures that will increase the popularity of Formula 1. With its impressive highlights, the sport has already earned the reputation of being the pinnacle of motorsports.
