In a thrilling announcement ahead of the Las Vegas Grand Prix, luxury Scotch whisky brand Chivas Regal has solidified its position in the world of motorsport by becoming the ‘Official Team Partner’ of the Scuderia Ferrari HP Formula 1 team. This multi-year global partnership marks a historic collaboration between two iconic brands, both renowned for their unwavering commitment to craft, innovation, and luxury.
Chivas Regal, the original luxury blended Scotch whisky, and Scuderia Ferrari HP, the world’s most successful Formula 1 team, have come together to celebrate their shared pursuit of collective success. This partnership embodies the spirit of ‘I Rise, We Rise,’ a mantra deeply embedded in Chivas Regal’s philosophy.
Beyond the exhilarating world of Formula 1, the partnership will offer fans a unique window into the inner workings of the Scuderia Ferrari HP team. It will unveil the untold stories of teamwork, highlighting the essential elements that fuel success. Through exclusive behind-the-scenes content, immersive experiences, and unparalleled access, Chivas Regal and Scuderia Ferrari HP will illuminate the vibrant culture of contemporary racing. They will champion the Tifosi, the dedicated fans of Scuderia Ferrari HP, and connect with the ever-expanding global community of motorsports enthusiasts.
This partnership will also serve as a powerful platform for Chivas Regal to raise awareness about the importance of responsible drinking, promoting positive impact among a passionate global audience. The integrated campaign, scheduled to launch next year, echoes Chivas Regal’s recent responsible drinking initiatives in markets like Mexico and Japan.
Frederic Vasseur, Formula 1 Team Principal at Scuderia Ferrari HP, expressed his enthusiasm about the partnership, stating, “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, founded on years of tradition, while constantly evolving. Together, we share the desire to progress and set the benchmark in our respective fields of endeavor. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.”
Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers, makers of Chivas Regal, added, “This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal. Since its foundation, Scuderia Ferrari HP has been a true pioneer at the forefront of culture, making it the perfect partner for us to usher in this new chapter. 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’. 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, and leveraging the collective reach of our brands to ensure motorsports fans around the world know to never, ever, drink and drive.”
Lorenzo Giorgetti, Ferrari Chief Racing Revenue Officer, echoed the shared excitement, 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, in collaboration with Scuderia Ferrari HP. We will work together on exciting and innovative activations to bring Formula 1 even closer to its fans, expanding the Scuderia Ferrari HP fan base and that of our sport in general.”
This partnership with Scuderia Ferrari HP marks a significant step forward for Chivas Regal in its longstanding association with global sports culture. Fans can stay up-to-date on all the exciting developments surrounding this partnership by following @ChivasRegal on Instagram or visiting Chivas.com.
