The heavyweight Ferrari and Mercedes teams from motor racing's iconic Formula 1 (F1) have both unveiled new sponsorship deals in the last 24 hours.
Ferrari has brought in G.H.Mumm, a champagne brand part of the Pernod Ricard empire, while Mercedes has struck a deal with Nasdaq. Both agreements are multi-year contracts.
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The Nasdaq agreement sees the brand gain a presence at all F1 races throughout the length of the deal, beginning at the upcoming Miami Grand Prix on Sunday (May 4) – one of the most high-profile races on the F1 calendar.
In addition, both parties will "benefit from co-branded content and merchandise."
Richard Sanders, chief commercial officer at the Mercedes-AMG Petronas team, commented: "As part of the partnership, Nasdaq and [Mercedes] will collaborate on storytelling and experiences at the intersection of business, technology, and sports, underscoring the strong alignment between the brands and their audiences."
G.H.Mumm, meanwhile, will be the champagne provider for guests and customers at the Ferrari hospitality area in the paddock at each grand prix, as well as for personnel at the Ferrari Formula 1 Club.
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By GlobalDataThis represents a return to the Italian team's sponsorship stable for the Pernod Ricard brand, which had a deal in place earlier this century.
Mercedes and Ferrari currently sit second and fourth, respectively, in the 2025 F1 constructors' table, with five rounds of this year's season having taken place.
Current top-tier Mercedes commercial partners include brands such as Petronas (title partner), Ineos (principal partner), Adidas (announced in January), TeamViewer, Snapdragon, UBS, and Hewlett-Packard.
For Ferrari, meanwhile, premium sponsors include HP (title partner), Shell, UniCredit, Puma, and IBM.
