Martini and Jessiqa Pace return to Monaco

MARTINI, the iconic brand created in 1863 by Alessandro Martini and Luigi Rossi, is world renowned for its Italian vermouths and sparkling wines. Martini’s sponsorship of motor racing commenced almost 50 years ago in 1968, establishing a new trend at the time as the first-ever non-motorsport company to sponsor a racing team. In 2014, Martini Racing commenced a partnership with Williams F1 Team, the all-time second most successful team in the history of Formula 1, to form Williams Martini Racing

Martini returns to Monaco

In 2009, a Martini billboard on the Monaco Grand Prix featured an image of the stunning model, Jessiqa Pace, which famously caused such a stir during the qualification stages that the billboard was removed for the final race day. Numerous Formula 1 drivers complained of being distracted by her beautiful image each time they rounded the Loews hairpin bend. Jenson Button, who made a one-race return to Monaco last weekend, managed to keep his cool back in 2009 and won the race, reportedly remarking at the time, “every time you passed her, it was as though she was looking right at you.”

Jessiqa Pace by the new Martini billboard

For the 75th Monaco Grand Prix last weekend Jessiqa Pace returned on a new Martini billboard, but this time it was located at the famous Monaco Heliport, well away from the race track to ensure no distraction to the F1 drivers.

Filipe Massa Williams Martini Racing driver

Martini Williams Racing celebrated Jessiqa’s return to Monaco by hosting a party for their distinguished guests on board the Martini yacht in the Monaco marina, from where they enjoyed a grandstand view of the race the following day.

Caroline Hipperson, Global Brand Director for Martini said, “This year marks Martini’s return to Monaco since the historic incident. Bringing Jessiqa back is our way of injecting some fun and glamour into the sport and creating memorable moments for fans. We’ve learned a few lessons since 2009 so we hope Jessiqa reminds fans of the pure joy of racing, but from her new, less distracting location.”

by Amanda Bernstein