Chivas Regal and Ferrari have just unveiled a new partnership that will see the luxury Scotch whisky become an Official Team Partner of the Scuderia Ferrari HP Formula 1 team.
The collaboration between the two iconic brands is rooted in a shared legacy at the intersection of craft, innovation, and luxury.
Announced ahead of the 2025 Las Vegas Grand Prix, the effort will give fans a different look into the world's most successful F1 team, documenting the untold stories from life off the track.
With behind-the-scenes access, exclusive content, and live experiences, the partnership is set to make waves in the racing community.
We’re thrilled to join forces with @ScuderiaFerrari as we become Official Team Partner. Accelerating into a new era in sports culture, our multi–year partnership celebrates shared legacies of craft, innovation and luxury. An icon of whisky meets an icon of racing. #IRiseWeRise… pic.twitter.com/Yoio54pAyx
— Chivas Regal (@chivasregal) November 14, 2024
In a press release, Formula 1 Team Principal at Scuderia Ferrari HP Frederic Vassuer emphasized how the campaign brings together two historic companies for a collaboration that aims to set a benchmark in their respective fields.
Chivas Brothers Chairman & CEO Jean-Etienne Gourgues also chimed in to highlight the partnership's significance as it brings in a new era for sports culture.
He also mentioned Scuderia Ferrari HP's position at the forefront of culture.
"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 continued.
High-profile brand partnerships between major companies often make a huge impact on each party's marketing potential, scaling visibility while opening more creative opportunities.
Accelerating Into a New Era
This partnership with Scuderia Ferrari HP marks another successful effort for Chivas Regal in its long-standing relationship with sports culture.
The brand has partnered with Premier League football clubs many times in the past and currently enjoys a partnership with Arsenal.
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In an effort to create a global positive impact, the partnership with Scuderia Ferrari HP will also be utilized as a powerful platform for Chivas Regal to raise awareness about the dangers of drunk driving.
Set to launch next year, it will support recent responsible drinking campaigns Chivas Regal ran in Japan and Mexico.
The global rise of F1 has led to the sport's increased marketing presence. Last month, F1 Racer Lewis Hamilton teamed up with WhatsApp for a new campaign, highlighting the power of messages of support.
Meanwhile, PUMA launched two motorsport-inspired collections just last week, leading up to the Las Vegas Grand Prix.
