Colorado-based Drive Coffee has been named as F1 ‘Official Coffee Provider’ in a new multi-year deal from 2021 season onward.

A coffee brand built and founded keeping automobile and motor racing in mind, F1 has inked a multi-year deal with ‘Drive Coffee’, to be its ‘Official Coffee Provider’ from 2021 season onward, in what is quite a new step from Liberty Media in the commercial arena.

It adds to the growing list of the company to take F1 to newer places with different kinds of deals. Drive Coffee is relatively a new brand and it has been chosen as a partner for its ‘customer service, quality, ethical sourcing and sustainability’.

In the short amount of time, Drive Coffee has built up its customer base in over 30 countries, which includes most of the grand prix venues of F1. In its deal with the sport, its products will be available in Paddock Club and other areas, along with F1-related events.

In fact, Drive Coffee will be soon releasing a line of F1 co-branded products. Looking at the Colorado-based company’s official website, the company already sells products named after ‘Monaco’, ‘Jim’ Clark, ‘Jochen’ Rindt, ‘Le Mans’, ‘Imola’, etc, and more.

Upon the announcement, Ben Pincus, Director of Commercial Partnerships at F1, said: “We are delighted to be announcing Drive Coffee as the Official Coffee Provider of Formula 1 ahead of the new season. Their high-quality product, relentless approach to improvement and passion for the sport will  allow us to reach fans in a new way and provide them with the fuel to enjoy our longest season yet. We can’t wait for fans to try it.”

At the same time, Alex Grappo, Drive Coffee CEO and Founder said: “The partnership with Formula 1 was a natural fit given the unwavering commitment on both sides to the shared values of excellence, performance, innovation, and resiliency. The unique environment of the last 18 months has made us more committed than ever to the Drive Coffee core values of keeping people fuelled, optimistic, and inspired even in the face of challenges and adversity.

“We have always believed that the way people start their mornings will set the stage for what happens in the days ahead. The confidence placed in us by Formula 1 with this partnership provides us the unique opportunity to now enable millions of Formula 1 fans to start every morning, and fuel each day, with an experience inspired by one of their greatest passions.”

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