Ahead of Formula 1’s Las Vegas Grand Prix, Chivas Regal and Scuderia Ferrari HP join forces in a multi-year partnership, with the Blended Scotch appointed ‘Official Team Partner’.
Chivas Regal Partners with Scuderia Ferrari HP for Multi-Year Global Collaboration
Chivas Regal, the iconic luxury blended Scotch whisky, has announced a new multi-year global partnership as the ‘Official Team Partner’ of Scuderia Ferrari HP, the world’s most successful Formula 1 team. The collaboration, revealed ahead of the 2024 Las Vegas Grand Prix, brings together two heritage brands renowned for their commitment to craftsmanship, innovation, and luxury. This partnership celebrates the shared values of excellence and collective success that have defined both Chivas Regal and Scuderia Ferrari HP.
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 endeavour. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.
– Frederic Vasseur, Formula 1 Team Principal at Scuderia Ferrari HP
Exclusive Content and Behind-the-Scenes Access for Fans
The partnership between Chivas Regal and Scuderia Ferrari HP will provide fans with exclusive, behind-the-scenes access, offering a fresh perspective on the untold stories of teamwork within Formula 1. Focused on celebrating racing culture, the collaboration will spotlight the Tifosi—Ferrari’s passionate fanbase—and the global motorsport community. Through live experiences, exclusive content, and unique storytelling, Chivas Regal and Ferrari aim to engage fans and elevate the Formula 1 experience beyond the racetrack.
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.
– Jean-Etienne Gourgues, CEO of Chivas Brothers
Raising Awareness on Responsible Drinking and Drunk-Driving
In addition to its focus on motorsport, the partnership will serve as a platform for Chivas Regal to promote responsible drinking and raise awareness about the dangers of drunk-driving. The campaign, launching in 2025, follows previous efforts in markets like Mexico and Japan. This partnership further strengthens Chivas Regal’s longstanding connection to global sports culture, building on its history of collaborations with major football clubs. Fans can stay updated by following @ChivasRegal on Instagram or visiting Chivas.com.
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.
– Lorenzo Giorgetti, Ferrari Chief Racing Revenue Officer
About Chivas:
Chivas Regal, the original luxury blended Scotch whisky, has been a global leader since its launch in 1909, with over 4.6 million 9L cases sold annually. Known for its rich heritage, Chivas combines the art of blending with a commitment to community, success, and innovation. The brand’s ethos, “I Rise, We Rise,” reflects its focus on elevating individuals and communities, a philosophy rooted in the pioneering work of founders James and John Chivas. Chivas Regal blends timeless Scotch whisky classics with modern innovations, offering a diverse range including Chivas 12, Chivas Extra, Chivas XV, Chivas Mizunara, Chivas 18, Chivas Ultis XX, Chivas 25, and Chivas Regal The Icon. With a global presence in over 100 countries, Chivas continues to inspire the next generation of whisky drinkers and creative entrepreneurs.
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