The announcement was made in Miami on the eve of the Formula 1 Grand Prix taking place May 5-7.
As part of the agreement, MSC Cruises will bring ships during select Grand Prix weekends to offer a hospitality experience from track to ship. The first of these will launch with MSC Virtuosa in Abu Dhabi for the final round of the 2023 F1 season.
This initial product will grow under the extension of the partnership with more ships and races to come during the 2024 season and beyond.
Earlier this year, Madison Square Garden Sports Corp. entered a multi-year marketing partnership with MSC Cruises, naming it the official cruise line partner of the New York Knicks.
Belgian Grand Prix
MSC Cruises was also confirmed as the title sponsor of the 2023 Formula 1 Belgian Grand Prix; the brand will have an activation for racegoers within the fan zone.
Further title sponsorships will be revealed at selected Formula 1 Grands Prix during the 2024 World championship season.
Bringing ‘exceptional’ results
According to MSC, growing interest in F1 racing globally has been particularly strong in key markets for the line.
‘Formula 1 and MSC Cruises are great partners on many levels and our successes are founded in teamwork,’ stated Pierfrancesco Vago, executive chairman, MSC Cruises, who described MSC Cruises and Formula 1 as both ‘driving towards sustainable change.’ He added, ‘We want to build the future of our industries and leave a lasting legacy for generations to come. We are both working at the forefront of our industries and helping to make a real difference. And this is why we are committed to Formula 1 for the long term and have extended our sponsorship as global partner.’
He continued, ‘We look forward to this special partnership going from strength to strength.’
Stefano Domenicali, president & CEO of Formula 1, said, ‘…This collaboration has brought exceptional results, and we look forward to enhancing our relationship further. Together, we’ll continue pushing boundaries and setting new benchmarks in sports and hospitality.’