News and Insight

NEFT Vodka Chooses Right Formula to Activate Multi-Year F1 Team Deal with Visa Cash App RB

  • Right Formula appointed to activate NEFT’s pinnacle brand partnership with recently rebranded Formula 1 Team Visa Cash App RB
  • Multi-year agreement follows success of NEFT partnership launch with the as then Scuderia AlphaTauri Team at the inaugural Las Vegas Grand Prix
  • NEFT will utilise Right Formula’s global 360-degree marketing capabilities including content creation, communications, social and digital strategy, hospitality and event management

Ultra-premium vodka brand, NEFT, has chosen global sports marketing agency Right Formula to activate its Official Partnership with newly rebranded Formula 1 team, Visa Cash App RB, as the Austrian-sourced Vodka brand enters the sport for the first time. 

NEFT is made from mineral-rich mountain spring water filtered from the Austrian Alps and grains of non-GMO rye. Beyond taste, NEFT is a sustainability beacon, showcased in an eco-friendly, unbreakable, easily recyclable, lightweight metal barrel.

Right Formula launched NEFT’s long-term partnership with the as then, Scuderia AlphaTauri Team, now Visa Cash App RB Team, at the inaugural 2023 Las Vegas Grand Prix, pairing the Austrian roots both NEFT and Visa Cash App RB share, with the ambition to challenge the spirits industry and Formula 1 field, respectively. In Vegas, Right Formula delivered exclusive experiences for guests, team members and race fans whilst realising global press coverage and real-time social media content for the brand. 

After the success of the launch, Right Formula has won a competitive multi-year retainer with NEFT and will partner to extend the vodka brands global exposure as well as oversee the overall management of the partnership. Right Formula’s global 360-degree marketing services, including content creation, communications, social and digital strategy, event management, hospitality and fan engagement, will elevate the brand’s involvement in the sport, starting with the upcoming 2024 F1 season.

Robin Fenwick, CEO and Founder of Right Formula, said: “We are seeing a new wave of brands enter Formula 1, particularly in the consumer sector. NEFT is a particularly ambitious and courageous brand, and we look forward to helping them grow their business and expand their customer base on a global scale through activating its partnership with Visa Cash App RB. I am also proud to see our Formula 1 portfolio continue to expand as we partner with businesses of varying scale and who see the opportunities in the sport through different lenses. Working with brands like NEFT allow us to continually demonstrate the adaptability of the Right Formula team and how we showcase the value of sports marketing in a new way.”

Jeff Mahony, CEO of NEFT commented: “Right Formula has an impressive history and client portfolio in Formula 1, which made it an easy choice when selecting them over other agencies to elevate our partnership with Visa Cash App RB. It was immediately clear to me that the team at Right Formula share the same entrepreneurial values that I distil across the NEFT business. For that reason, I look forward to seeing Right Formula realise NEFT’s vision and drive sales for us across the globe during the 2024 F1 season and beyond.”