Since 2019, the partnership between the Prosecco DOC Consortium and MotoGP™ has been one of the most iconic collaborations in the world of sports and lifestyle, establishing Prosecco DOC as the Official Sparkling Wine of one of the most watched sporting events worldwide. This collaboration, which continues to thrive year after year, not only represents a celebratory moment on the podium but also serves as a key opportunity to promote Made in Italy on a global scale.
Prosecco DOC’s presence on the MotoGP™ circuit has gone far beyond simply accompanying the champions’ celebrations on the podium. In recent years, Prosecco DOC has become deeply embedded in the race highlights, establishing itself in VIP Villages, trackside, and at major side events. Prosecco DOC is the most consumed sparkling wine in the world, becoming a symbol of celebration and festivity, inextricably linked to moments of sporting triumph and collective joy.
The connection with MotoGP™ has amplified Prosecco DOC’s reach, allowing it to engage with an international and diverse audience. This partnership strengthens each year, thanks to new initiatives that associate Prosecco DOC with entertainment and lifestyle experiences. These efforts are particularly aimed at younger generations, who show a growing interest in quality products that embody excellence and tradition.
Not only MotoGP™ but also Superbike: Prosecco DOC continues its journey on two wheels as the Official Sparkling Wine of both championships. With a widespread presence across 20 international MotoGP™ stages and 12 World Superbike Championship races, Prosecco DOC accompanies the riders in their victories, showcasing its typical liveliness and effervescence in a sport that is both adrenaline-fueled and thrilling. Each stage provides Prosecco DOC the opportunity to take center stage during podium celebrations, with its logo and banners displayed trackside and throughout the event’s promotional materials. Inside the VIP Villages, guests enjoy a unique experience, savoring the iconic Italian sparkling wine while immersing themselves in pure Made in Italy excellence, all set to the roar of the world’s fastest engines.
Beyond sporting celebrations, Prosecco DOC also plays a leading role in unique initiatives like the Hospitality Challenge, a food and wine competition among the hospitality teams (Alpinestars, Aprilia Racing, Ducati Gresini Racing, HRC Honda Racing, MotoEX2, Leopard Racing) involved in MotoGP™. Organized by GPOne and the Prosecco DOC Consortium, this challenge represents a “race within the race,” where culinary creativity blends with passion for motorsports, creating a one-of-a-kind event.
The decision to associate with MotoGP™ and Superbike has proven to be a winning and successful strategy for the Prosecco DOC Consortium. With two championships that span the globe, Prosecco DOC has the opportunity to strengthen its international image, conveying the values of excellence and Italian heritage. Not only does it celebrate victories on the track, but it also represents the triumph of Italian value worldwide, demonstrating how sport and culture can come together to promote symbolic products of Made in Italy around the world.