Aston Martin toast multi-year F1 partnership with Glenfiddich

The Aston Martin Formula One team have signed a multi-year partnership with Scotch whisky brand Glenfiddich.

Contract:

• Partnership will have a particular focus on fan engagement through collaborative storytelling
• Glenfiddich has bottled a 1959 cask to commemorate the partnership, which was the year Aston Martin debuted in Formula One

Context:

The end of 2024 has been an extremely successful period for the Aston Martin team as brands have jumped at the chance of being associated with one of the most high-potential teams on the grid. With legendary engineer Adrian Newey set to join the team in 2025 and a works partnership with Honda coming in 2026, Aston Martin appear set up for success.

This partnership with Glenfiddich follows recent deals with Xerox, Puma, and Ma’aden, while the Silverstone-based outfit was valued at between UK£1.5 billion (US$2 billion) and UK£2 billion (US$2.6 billion) after HPS Investment Partners and Accel acquired between 20 per cent and 25 per cent of the holding company.

Comment:

“At the Aston Martin Aramco Formula One Team, we continuously push boundaries to set new standards, and Glenfiddich embodies that same spirit of perfection and innovation,” said Lawrence Stroll, executive chairman of Aston Martin.

“The Las Vegas Grand Prix is the perfect stage to debut our partnership, and we’re excited to offer fans an unforgettable experience that transcends the racetrack and whisky world alike.”

Coming next:

The partnership, which officially launches in 2025, breaks ground at this weekend’s Las Vegas Grand Prix, which takes place from 21st to 23rd September.

Go deeper:

• Aston Martin F1 team valued at ‘more than UK£1.5bn’ in latest private equity investment
• F1 team finances roundup: Is the budget cap working four years in?