The Italian brand, which is part of the Massimo Zanetti Beverage Group – the largest private company in the international coffee industry – has a presence in around 100 countries, and has enjoyed a long and illustrious history in Formula 1.
Segafredo Zanetti was first involved in Formula 1 between 1984 and ’94. It partnered with McLaren between 1984 and ’86, working with iconic world champions Niki Lauda, Alain Prost and Keke Rosberg. The brand also sponsored the car, overalls and helmet of legendary champion Ayrton Senna during his first year in Formula 1 in 1984, and during his final season in the sport in 1994.
Segafredo Zanetti’s return to Formula 1 coincides with the 20th anniversary of the death of the great Brazilian, and signals the company’s desire to further strengthen and grow the brand internationally. For races in Asia Pacific and the Middle East, the Group will run with Boncafé local-market branding.
Group president Massimo Zanetti said:
“The Segafredo Zanetti name has long been associated with motorsport, and Formula 1 in particular, and our decision to return to grand prix racing with the renowned McLaren team signals our intention to further strengthen and grow the powerful Segafredo Zanetti brand.
“When we looked at the sponsorship market for a brand that we could truly work alongside, one that matched our global requirements, and with whom we could push to both be more innovative, McLaren perfectly fit that brief. Indeed, their partner roster and their track record for retaining sponsors are unparalleled.
“When you think of Formula 1, you doubtless think of McLaren; one of the teams that has achieved truly legendary status. Equally, in the coffee world, exactly the same is true of Segafredo Zanetti – and, together, we can achieve something special.
“Emotionally, too, my long friendship with Ayrton Senna also influenced my decision to return to McLaren. On the 20th anniversary of his death, it seems appropriate to restart Segafredo Zanetti’s involvement with Formula 1, as well as underline my commitment to my long-standing relationship with Ron Dennis.”
McLaren Group chairman & CEO Ron Dennis CBE said:
“I’m personally delighted that Massimo Zanetti has chosen to return to Formula 1 with McLaren. He’s long supported both McLaren and Ayrton Senna, and his passion for motorsport courses through the Segafredo Zanetti brand.
“Segafredo Zanetti is one of the best-established and most illustrious names in the coffee world; but it’s also a brand that’s absolutely synonymous with Formula 1. As a McLaren partner, together we have a long backstory; today, more importantly, we have a lot more that we can say together.
“For Segafredo Zanetti to partner with McLaren in such a competitive international sponsorship market is a reflection of the strength of our brand, our proven track record of delivery for our partners, and the power of Formula 1 to reach an avid worldwide audience of consumers. I am delighted that two iconic global brands, both of which are synonymous with excellence, are coming together once more.”
Segafredo Zanetti branding will appear on the rear-wing endplates and driver overalls from this afternoon’s qualifying session at Monza.