The latest sponsor of Ferrari, Peroni 0.0%, unveils a strange number 44 on its poster

Ferrari has just announced, through a press release, the arrival of the Italian beer brand Peroni Nastro Azzurro 0.0% as a minority sponsor. The most surprising aspect of this sponsorship is undoubtedly the announcement of the sponsor a few days ago, but the appearance of the number 44 on the Ferrari. This number corresponds to the driver Lewis Hamilton, and has sparked loud rumors this Thursday.

(We are very happy to announce the partnership between Scuderia Ferrari and Peroni Nastro Azzurro 0.0%. Having both brands visible in the highest category of motorsport contributes to ensuring strong visibility for Italy on the global stage. Our two great companies have many values in common, such as attention to detail and style, as well as the ability to combine tradition and innovation in their respective sectors. I am looking forward to starting our collaboration with Peroni Nastro Azzurro 0.0%, which I am certain will prove to be a great success for both parties,” says Frédéric Vasseur.)

We are incredibly proud to launch today our new partnership with Ferrari. Through this collaboration, we intend to continually enhance the fan experience that makes this sport so special and embodies the passion and flair, key factors for both Peroni Nastro Azzurro 0.0% and Ferrari. By launching our limited edition Tifosi Nastro Azzurro 0.0% bottles, we are initiating this partnership exactly as we aim to continue it: with a celebration of the fans with whom we wish to collaborate, says Paolo Lanzarotti, CEO of Asahi Europe and International Group, the company behind the beer brand.

In F1 since the 2000s, the promotion of alcohol and cigarettes is prohibited. This led to the disappearance of the Marlboro sponsor on the Ferrari chassis starting from 2006. But since the Peroni Nastro Azzurro 0.0% brand states that it is a non-alcoholic beverage, the promotion of this product is allowed in F1.