As Paddock Journal delved into the pulsating world of motorsport, we had the chance to talk completely with Jeff Mahony, the proprietor and CEO of NEFT Vodka and a accomplice of the Visa Money App RB F1 Group.
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How vital is the impression of the Drive to Survive collection on the enterprise aspect of Formulation 1? Is Paddock Membership the final word venue to raise your model? Let’s discover this with Jeff Mahony, one of many humblest and goal-oriented businessmen we’ve ever met.
NEFT’s Foray into Formulation 1
NEFT made its mark in Formulation 1 in 2024, signing a multi-year deal because the official accomplice of the VCARB F1 Group. Based in 2011 by Jeff Mahony, NEFT has redefined the vodka class, providing a premium product made with solely the purest elements. NEFT Vodka is crafted from mineral-rich mountain spring water, filtered for hundreds of years beneath the Austrian Alps, and historic rye grains, setting it other than the remainder.
Incredible expertise, implausible outcomes.
Jeff Mahony
CEO of NEFT Vodka
Meet Jeff Mahony, CEO of NEFT Vodka
“I run world firms. I’m a non-public fairness investor myself, and I’ve taken NEFT not solely as my ardour but additionally to create a legacy out of it—not one thing that we’re going to promote however one thing that we’ll retain within the household for hopefully era after era.”
“I’m obsessed with NEFT due to its potential to alter perceptions and create that sipping rocket. Our product is clear. Not like the tales you hear about different manufacturers diluting with sugar or different components to chop that chew, leading to a terrible-tasting vodka, NEFT stands out. We’re setting the bar lots increased. We need to create a sipping model and set up a legacy—a family-run enterprise for generations to come back. Presently, we’re in 22 international locations, however that’s not sufficient. We anticipate to be in 60 international locations by the top of 2025, and Formulation One is a part of that plan.”
The Strategic Alternative of Formulation 1
“The first catalyst was the Netflix collection Drive to Survive. It expanded F1’s demographic nearly totally to overlap with ours. Formulation 1 is arguably the highest sport on the planet. All main manufacturers which are elevated and splendid are a part of it. Formulation 1 is inventive and revolutionary, and it’s all about precision.”
“The setting has at all times existed, however it didn’t have the demographic we wanted. Then got here Drive to Survive. The world began to comprehend that Formulation 1 is actual, and the folks in it are actual. They’ve their conflicts, their love, and their synergy.”
“So, swiftly, I’m within the boardroom, and we’re discussing the expense versus the potential achievements. It’s useful, however it’s solely a part of the advertising channel. It could assist to have engagement, calls to motion, and precise purchases. Formulation 1 presents alternatives by means of occasions to do exactly that.”
To be as sincere as potential, the primary factor was the Netflix collection.
Jeff Mahony
CEO of NEFT Vodka
Selecting the VCARB F1 Group
“It was a strategic resolution. We selected to work with a crew that shares our values, power, and fervour. The VCARB F1 Group isn’t just a enterprise accomplice; they’re like household. We negotiated with just a few different groups however finally moved ahead with VCARB as a result of robust relationships we constructed rapidly. Their professionalism obtained this deal achieved nearly in a single day, whereas different groups have been in extended negotiations.”
Campaigns and Outcomes
“We’ve created a brand new platform known as Increase It Up. NEFT Vodka and the VCARB crew share the assumption that probably the most useful relationships are constructed on extraordinary moments. NEFT’s new ‘Increase It Up’ platform, stands for elevating the unusual, inspiring everybody to be higher, whereas doing extra for communities and the world round us. This contains rising filmmakers worldwide, notably in rising international locations, permitting them to showcase their ardour and achieve visibility.”
Sponsorship Negotiations
“We first met in Singapore final yr and had a deal by January. They have been very easy and quick. What was presupposed to be a five-minute assembly prolonged right into a four-hour dialogue. Their professionalism made the deal occur rapidly, not like the protracted negotiations with different groups.”
I’m a agency believer on this concept that first, we construct relationships, then we do enterprise.
Jeff Mahony
CEO of NEFT Vodka
Evaluating the Partnership
“It’s been a implausible expertise with implausible outcomes. Consciousness has skyrocketed. The U.S. represents about 40% of the spirits market worldwide, so we’d like a big footprint there. Relationship constructing has been extremely useful. We’ve established vital relationships within the Paddock Membership and across the storage, which we might leverage for our model.”
Paddock Membership and Relationship Constructing
“I’m a agency believer in the concept that first, we construct relationships, then we do enterprise. We don’t have interaction with folks or firms unaligned with us. The Paddock Membership represents a possibility to construct significant relationships and meet new folks. Whereas it’s full of highly effective and influential people, a very powerful factor to me is constructing relationships that might be significant over the long term.”
“You may have relationships with highly effective entities that go fallacious with out an underlying connection. Paddock Membership presents a singular alternative to determine these connections earlier than beginning new enterprise ventures.”
In conclusion, Jeff Mahony’s insights reveal that the mixture of Formulation 1’s world enchantment and the Paddock Membership’s unique setting makes it an unparalleled platform for networking and enterprise progress. NEFT Vodka’s strategic partnership with the VCARB F1 Group underscores the importance of aligning values and leveraging premium platforms to construct lasting relationships and drive model success.
