Chivas Regal’s partnership with Scuderia Ferrari HP marks a new chapter in sports culture for the whisky brand.
- Chivas Regal commits to a multi-year global deal as an official team partner, ahead of the Las Vegas Grand Prix.
- The collaboration is aimed at engaging a growing and diverse community of racing fans globally.
- The partnership will highlight teamwork and raise awareness about the dangers of drink-driving through innovative campaigns.
- Chivas Regal will offer fans exclusive behind-the-scenes content and live experiences, enhancing their connection with motorsports.
In a move indicative of its strategic expansion, Chivas Regal has formalised its entry into Formula 1 by partnering with Scuderia Ferrari HP. This collaboration paves the way for a ‘new era in sports culture’, as described by Jean-Etienne Gourgues, Chairman and CEO of Chivas Brothers. The partnership is a multi-year global alliance that designates Chivas Regal as the official team partner of Scuderia Ferrari HP.
The introduction of this alliance comes just in time for the Las Vegas Grand Prix and is focused on engaging a wider global audience. Chivas Regal intends to leverage this partnership to connect with the increasingly varied community of racing enthusiasts. The brand is keen on using this platform to convey its mission of ‘I Rise, We Rise’, promoting the collective success ethos that underpins its operations.
A significant component of the collaboration will be the focus on storytelling, particularly around teamwork’s role in achieving success in the high-paced environment of Formula 1. Chivas Regal plans to deliver behind-the-scenes content and create live experiences for fans, offering them a closer look at the inner workings of the sport.
This partnership is not just about racing; it is also a concerted effort to address drink-driving concerns. Chivas Regal has committed to launching a campaign next year aimed at promoting awareness about the dangers associated with drinking and driving. The campaign will underscore the brand’s dedication to responsible alcohol consumption.
Lorenzo Giorgetti, Ferrari’s Chief Racing Revenue Officer, expressed enthusiasm over the partnership, highlighting plans for ‘exciting and innovative activations’ to bring Formula 1 closer to fans. This is Chivas Regal’s maiden venture into top-level motorsport, aiming to expand both Ferrari’s and Formula 1’s fan base.
Chivas Regal’s partnership with Scuderia Ferrari HP is expected to enhance fan engagement and promote safe driving practices in motorsports.
