Ferrarelle – one of Italy’s leading mineral water brands and a reference name in naturally sparkling water – announces a partnership with Fremantle for “America’s Got Talent”, the globally renowned show that has been the No. 1 summer entertainment broadcast series for 20 consecutive years. “America’s Got Talent”, which airs on NBC in the U.S., was created by Simon Cowell and is co-produced by Fremantle and Syco Entertainment.
As Ferrarelle accelerates its expansion in the United States, this collaboration marks a key step in building brand awareness and establishing a stronger foothold in a strategic market. The brand is broadening its presence across channels, from food service to retail and convenience, with formats tailored to U.S. consumers, including 50cl cans and 33cl formats (both still and flavored).
The partnership centers on a visible and continuous on-screen integration within the program: Ferrarelle will appear throughout the season via the judges’ branded cups placed on the panel desk, ensuring consistent exposure within one of the most widely watched entertainment formatsin the U.S. This presence is also supported by a limited digital activation on the show’s social channels.
The partnership is part of a broader international growth strategy focused on embedding Ferrarelle within culturally relevant, high-visibility platforms, prioritizing quality of context over traditional advertising. As part of this approach, the brand is also involved in global events such as the America’s Cup, where it will serve as Official Water.
At the core of the collaboration is a strong natural affinity between Ferrarelle’s identity and the spirit of “America’s Got Talent.” Just as the show celebrates authentic and spontaneous talent in all its forms, Ferrarelle expresses an equally authentic and spontaneous Italian lifestyle, shaped by taste, quality and conviviality. With its sparkling personality, the brand brings to life a vibrant spirit that naturally connects with the DNA of “America’s Got Talent” and its celebration of originality, self-expression and genuine talent.
“Born Sparkling. Naturally Ferrarelle” encapsulates this positioning. Naturally sparkling thanks to a unique 30-year underground journey through volcanic rock, Ferrarelle expresses a distinctive character that is both refined and vibrant. In a U.S. market where Italian sparkling water is synonymous with premium quality, Ferrarelle offers an authentic and distinctive interpretation of that heritage.
“This partnership marks a meaningful step in our international growth path,” says Gabriele Monda, Marketing Director of Ferrarelle. “America’s Got Talent provides a powerful platform to introduce Ferrarelle to a broader U.S. audience. As we expand our presence across channels, this collaboration allows us to showcase our naturally sparkling identity in a way that is true to who we are: authentic, distinctive and unmistakably Italian.”
“We’re thrilled for “America’s Got Talent” to serve as the premiere partner to introduce Ferrarelle to the U.S. market via a culture driven collaboration,” said Erica Gadecki, executive vice president of partnership solutions at Fremantle. “Our global stage is the perfect way to debut an Italian leading brand to new consumers in a refreshing and unexpected way.”
The activation primarily focuses on organic on-screen presence within the show, with supporting social content designed to extend visibility beyond the broadcast and reinforce Ferrarelle’s positioning through credible, contextually relevant touchpoints.