Luxury Scotch whisky brand Chivas Regal has announced a new global multi-year partnership with Scuderia Ferrari HP, ahead of the Las Vegas Grand Prix next weekend. The deal sees Chivas Regal become the “Official Team Partner” of the iconic Formula 1 team, linking two brands with a shared commitment to excellence, innovation, and craftsmanship.
This collaboration highlights the essence of teamwork, with both brands emphasising their shared legacy of success. Chivas Regal, renowned for its luxury blended Scotch whisky, and Scuderia Ferrari HP, the most successful team in Formula 1 history, will join forces to celebrate the collective effort behind success both on and off the track.
The partnership is set to shine a spotlight on the world of Formula 1 beyond the racing circuit. It aims to offer fans an exclusive look into the behind-the-scenes workings of Scuderia Ferrari HP, with a focus on untold stories of teamwork that are integral to the team’s success. The collaboration will also include access to exclusive content and live experiences, celebrating the dynamic and ever-growing international fanbase of Scuderia Ferrari HP, known as the Tifosi.
Chivas Regal is using this partnership as a platform to promote responsible drinking. A global campaign, set to launch next year, will aim to raise awareness about the dangers of drink-driving. The brand has previously run responsible drinking initiatives in markets such as Mexico and Japan, and this collaboration will serve to continue that important mission within the motorsport community.
Frederic Vasseur, Team Principal of Scuderia Ferrari HP, welcomed the partnership, highlighting the shared values between Ferrari and Chivas Regal. “We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail, and craftsmanship,” he said. “Together, we share the desire to progress and set the benchmark in our respective fields of endeavour.”
Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers, expressed his enthusiasm for the deal, noting the exciting new chapter it represents for the whisky brand. “In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal’s mission of ‘I Rise, We Rise’,” he said. “We are passionate about using this new platform to engage today’s growing and increasingly diverse community of racing fans.”
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, also commented on the partnership, saying, “We are delighted to announce the partnership with Chivas Regal, a dynamic brand entering the world of top-level motorsport for the first time. We will work together on exciting and innovative activations to bring Formula 1 even closer to its fans.”
This latest partnership marks a significant move for Chivas Regal, adding to its long history of sports collaborations, including its established ties with Premier League football clubs. Fans can stay updated with the latest news on the Chivas Regal and Scuderia Ferrari HP collaboration by visiting Chivas.com.