Major RB sponsor credits Netflix docuseries ‘Drive to Survive’ for opening opportunities in F1

RB's sponsor NEFT Vodka entered the sport after watching the super hit Netflix Docuseries Drive to Survive on Formula 1.

Major RB sponsor credits Netflix docuseries ‘Drive to Survive’ for opening opportunities in F1

Netflix's DTS Poster (via Netflix), NEFT Vodka (via neftvodka.com)

Formula 1 is a sport that has been extremely booming in recent times due to Liberty Media’s constant efforts. The addition of more and more American involvement apart from the many other ventures is the major reason. Additionally, the mega-famous Netflix Docuseries ‘Drive to Survive’ has been the major booster for its popularity.

RB’s major sponsor NEFT vodka was one such giant that entered the sport due to the Drive to Survive docuseries. Formula 1 has continued to receive major additions in viewership and sponsorship over the seasons.

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The CEO of NEFT vodka put forth the reasons behind considering a move to the pinnacle of motorsport.

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To be completely honest, the decision is based primarily on Netflix's Drive to Survive.
Jeff Mahony said, as reported by formula1.hu

Jeff Mahony claimed that the decision to enter Formula 1 was primarily based on Drive to Survive. Additionally, Mahony noted that the demographic change caused by the series has been impressive. These changes have perfectly aligned with NEFT’s plans as the environment of the sport was creative and innovative.

The demographic change caused by the series is completely overlapping with our plans. Formula 1 without discussion is a top sport where all the important and luxury brands are present. The environment of F1 is creative, innovative and extremely precise.
Jeff Mahony added
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Jeff Mahony claims Formula 1 is ‘part of marketing channel’ for RB’s major sponsor

RB has sustained a tumultuous performance in the 2024 season. Regardless, NEFT vodka’s entry into the sport had further propelled the alcoholic drink’s brand. Jeff Mahony revealed that the giant started examining Formula 1 sponsorship after the Drive to Survive series. The CEO revealed that the sport was just another marketing channel for the drink manufacturer.

 After that, we suddenly found ourselves examining F1 sponsorship expenses and potential outcomes in the courtroom. F1 helps us a lot, but it’s just part of our marketing channels. F1 helps you mobilize, encourage action and make purchases through a variety of events.
Jeff Mahony added
VCARB01 challenger (via Especiales Marca)
VCARB01 challenger (via Especiales Marca)

Liberty Media’s continuous attempts have been the major reason behind the boost. The mass media company will come forth with more highly interesting ventures to propel the popularity of the sport. Formula 1 has already earned the title of being the pinnacle of motorsport due to such great highlights put forth by the sport.

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