Moët & Chandon Is Back as the Official Champagne Sponsor of Formula 1
Moët & Chandon is headed back to the podium.
The French bubbly brand will make its return as the official Champagne sponsor of Formula 1 after a four-year hiatus. It will be taking the title from Italian sparkling winemaker Ferrari Trento, who became the celebratory drink supplier of the motorsport spectacle in 2021. The announcement follows news that LVMH, Moët & Chandon’s parent company, inked a 10-year global partnership with F1, which kicks off in March at the Melbourne Grand Prix.
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Moët & Chandon has a long history as the contest’s drink supplier, dating back to 1966 through 1999 and then 2020. Most notably, everyone from Ayrton Senna to Michael Schumacher has taken part in podium tradition in which the top three drivers pop open a magnum bottle and douse each other. It should be noted that for the first time since 2021, they’ll be spraying each other with real Champagne and not sparkling wine. The brand will also become the title sponsor at the Belgian Grand Prix at Spa-Francorchamps in July.
“We are honored and excited to return as the official Champagne of Formula 1, celebrating a shared history of collective triumph and dedication since the 1950s,” says Sibylle Scherer, CEO and president of Moët & Chandon, in a press statement. “We honor the extraordinary teamwork, the unlimited precision, and the pursuit of excellence that drive both motorsport and our craft. This partnership is a tribute to the unity and shared achievements of inspiring drivers, their devoted teams, and the global community that rallies behind them. As Moët & Chandon takes its place on the podium once again, we proudly continue to craft moments of celebration that belong to everyone committed in this incredible journey.”
TAG Heuer, another LVMH-owned company, was also named as Formula 1’s official timekeeper in January. The luxury Swiss watchmaker will succeed Rolex, who began its timekeeping duties in 2013. Prior to that, TAG Heuer held the title from 1992 to 2003. That same month, it was announced that Louis Vuitton, another one of LVMH’s maisons, would become the title partner for the first race of the season in Melbourne and have trackside signage at the event and provide the trophy trunks. While it hasn’t been confirmed yet, luxury hotel groups Belmond and Cheval Blanc are expected to get involved in future F1 happenings as well. For now, though, we’ll be keeping our eyes on the Moët & Chandon spray at the podium.
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