The Porsche Sprint Challenge Ibérica continues to expand the group of brands that make its paddock much more than simply a racing environment. Águas do Caramulo is the latest partner to join the PSCI and will now be present in the championship’s VIP Village Lounge, further strengthening a hospitality area that has established itself as one of the series’ distinguishing features.
Performance on the track, excellence away from it. It is a philosophy that the Porsche Sprint Challenge Ibérica has been extending across every dimension of the championship and one that now finds a new partner in Águas do Caramulo. The agreement between the PSCI and the Portuguese brand will bring water from the Serra do Caramulo to the VIP Village Lounge, integrating it into a space that welcomes drivers, teams, partners, guests and representatives from the business and institutional communities throughout the season.
The partnership stems from a particularly natural connection. In a competitive environment where physical preparation, concentration and decision-making ability are crucial, hydration has a direct impact on driver performance, precisely one of the concepts identified by the brand itself in its approach to motorsport.
But the association goes beyond the sporting dimension. The arrival of Águas do Caramulo supports the PSCI’s strategy of transforming every race weekend into a premium experience, creating a meeting point between Motorsport, lifestyle, hospitality and networking.
From the Serra do Caramulo to the PSCI paddock
Drawn directly from the spring in its purest state in the Serra do Caramulo, the brand’s water has a pH of 6.7, low sodium content and total mineralisation of 86 mg/l. The brand’s most recent chapter began in 2019, when Mountain Water, S.A. acquired the Caramulo factory and brand, followed by an extensive renovation process at the production facility. Quality, innovation and dynamism, sustainability and social responsibility form the four main pillars of the company’s values. It is precisely within the premium segment that there is a particularly appropriate connection with the environment of the PSCI VIP Village Lounge.
Águas do Caramulo has developed a Premium 50 cl and 1-litre bottle, combining elegant design with an environmentally responsible approach: although made from plastic, it uses 100% recycled material. Sustainability is, indeed, one of the areas embraced by the company, which highlights, among other measures, RPET certification, the use of solar panels and a commercial fleet comprising 50% electric vehicles.
“Another brand that adds value to the PSCI experience”
For José Monroy, Series Manager of the Porsche Sprint Challenge Ibérica, the arrival of Águas do Caramulo reinforces the evolution that the championship has sought to bring to the experience offered away from the track: “It is a great pleasure to welcome Águas do Caramulo to the Porsche Sprint Challenge Ibérica universe. We have sought to bring together brands in our VIP Village Lounge that offer quality, identity and the ability to add value to the experience we provide to our guests. Caramulo fits perfectly into this concept and we are very pleased to begin this partnership.” Sérgio Alexandre Vaz, Managing Partner of Águas do Caramulo, also highlights the affinity between the two projects: “Joining the Porsche Sprint Challenge Ibérica allows us to position Águas do Caramulo in an environment of excellence, performance and strong exposure, values with which we identify. We want to bring the brand closer to new audiences and we believe this partnership provides an excellent platform to achieve that.”
The agreement therefore adds another name to the group of partners that have accompanied the growth of the Porsche Sprint Challenge Ibérica, while further strengthening the positioning of its VIP Village Lounge as a space for hospitality, relationship-building and premium experiences.