Moët & Chandon Chooses Leroy Tremblot: Key Findings
- Moët & Chandon marks a 10-year return to Formula 1, updating the champagne-on-the-podium ritual with a modern victory experience.
- Leroy Tremblot was selected through an international agency review, creating a global visibility platform centered on a strategy rooted in emotion and collective celebration.
- The redesigned podium, cool-down room, and cheering zones extend the brand’s reach beyond the stage itself for a unified luxury moment.
Moët & Chandon is taking control of its place on the world’s most visible sporting stage.
The luxury Champagne house returns as the Official Champagne of Formula 1 under a long‑term partnership with Liberty Media and luxury group LVMH.
After an international selection process, Moët & Chandon appointed Leroy Tremblot as its new agency partner.
The studio is now tasked with building a global visibility platform deployed across every Grand Prix weekend.
Since 1950, Moët & Chandon has been part of motorsport’s victory rituals, and this partnership moves the brand as an architect of how these rituals unfold.
The experience redesign is a coordinated effort to shape the emotional peak of the sport, reinforcing the brand as the signature of shared triumph.
The initiative also links the brand to the highest point of celebration, positioning Moët & Chandon as the defining visual and emotional marker of global victory culture.
Redesigning the Victory Ceremony
Leroy Tremblot engineered a holistic transformation of F1’s post-race sequence, reaching far beyond the podium stage.
The agency focused on creating a cohesive design language across the on-site experience and global broadcast.
This ensures the ceremony feels premium and consistent from the checkered flag onward.
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The project rebuilds the victory experience through several core components:
- A dedicated celebration zone for podium drivers and their teams, reinforcing the shared-victory idea at the heart of the concept.
- A newly designed cool-down room, conceived as a premium, welcoming space for drivers and their close circle.
- Unified branding and visibility assets across critical circuit zones, including on-track signage, parc fermé, the mixed zone, and the podium.
This framework positions Moët & Chandon as the brand orchestrating the emotional center of the F1 weekend.
Luxury Strategy Through Ritual Ownership
Leroy Tremblot’s strategic platform, “Victory Is Better When Shared,” centers on the emotional truth of winning.
The focus is on the human side of achievement, acknowledging the team, supporters, and loved ones who make each victory possible.
Formula 1 offers rare access to high-net-worth fans and aspirational audiences, making it a powerful stage for this kind of emotional alignment.
Anchoring Moët & Chandon inside the sport’s most symbolic ritual converts this alignment into lasting brand equity.
The new red brand color is also integrated across key areas of the circuit to ensure consistent visibility.
The strategy works because it ties the brand to the moment when achievement becomes celebration, a feeling audiences instinctively understand.
This agency partnership also offers several insights for brands looking to strengthen their presence in high-visibility experiences:
- Identify the emotional apex of an event, and build the brand’s presence around that moment rather than relying on standard placements.
- Treat sponsorships as physical environments, crafting spaces that reflect brand identity through real-world design.
- Link the product to the feeling of achievement, ensuring the brand becomes an expected and meaningful part of the ritual.
These demonstrate how brands can solidify long-term equity by investing in the architecture of cultural moments, not just the media around them.
Our Take: Can a New Agency Change a Brand’s Trajectory?
Yes, I believe so. And this collaboration is a clear example.
Choosing an agency with deep expertise in sport design gives Moët & Chandon access to a level of craft and precision that a generalist team can’t deliver.
Leroy Tremblot understands how live events function, how cameras move, and how audiences interpret visual cues in high-pressure moments.
This knowledge designs the experience in ways the public rarely notices directly but always feels.
I think that the strength of this partnership comes from fit, and it shows how selecting the right specialist can redefine how a brand shows up in culture.
We’re seeing the same emphasis on specialist collaborations in other upcoming projects, including Adidas and Audi’s 2026 initiative.
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