Pernod Ricard is returning to Formula One after almost nine years, with blended scotch brand Chivas Regal partnering with Ferrari.
The group’s Chivas Brothers division confirmed late last week that a “multi-year” arrangement has been secured with Scuderia Ferrari HP for the brand. The news comes over eight years after Pernod Ricard’s Mumm champagne ceased its ‘podium partnership’ with F1 after 15 years, with Italy’s Ferrari Trento taking over in 2021.
The blended scotch will sit alongside Asahi’s Peroni Nastro Azzurro beer brand’s 0.0% extension on Ferrari’s partnership roster.
While the latest deal will feature “exclusive content and live experiences”, Chivas Regal will also leverage the sponsorship to “raise awareness about the dangers of drink-driving, to drive positive impact amongst a global audience of … racing enthusiasts”. Specific details about the planned activity were not disclosed, nor were the finances.
We are passionate about using this new platform to engage today’s growing and increasingly diverse community of racing fans in the 2025 season and beyond, leveraging the collective reach of our brands to ensure motorsports fans around the world know to never, ever, drink and drive,” said Chivas Brothers CEO Jean-Etienne Gourgues.
The next race in the 2024 F1 season, the Heineken Silver Las Vegas Grand Prix, takes place this weekend. Heineken has been one of the season organiser’s headline sponsors since 2016 for a reported US$50m per season.
Chivas Brothers’ Gourgues was at the Emirates stadium in London three months ago for the launch of Chivas Regal’s sponsorship of English Premier League club Arsenal.
