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Chivas Regal partners with Ferrari’s F1 team
Scotch whisky brand Chivas Regal has been appointed the Scuderia Ferrari HP Formula One team’s official team partner.
The global multi-year partnership aims to shine a light on life off-track and offer a new perspective on Scuderia Ferrari HP, focusing on telling the untold stories of teamwork that lead to success.
Frederic Vasseur, Formula One team principal at Scuderia Ferrari HP, commented: “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.”
Through behind-the-scenes access showcasing a new take on the world of motorsports, alongside exclusive content and live experiences, Chivas Regal and Scuderia Ferrari HP will spotlight contemporary racing culture, championing the Tifosi—Scuderia Ferrari HP’s fandom—and focusing on the sport’s ever-growing international fan community.
Lorenzo Giorgetti, chief racing revenue officer of Ferrari, added: “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.”
The partnership will also serve as a platform for Chivas Regal to raise awareness about the dangers of drunk driving and to drive a positive impact among a global audience of passionate racing enthusiasts.
The integrated campaign, due to launch next year, will follow recent responsible drinking campaigns run by Chivas Regal in markets such as Mexico and Japan.
Jean-Etienne Gourgues, chairman and CEO of Chivas Brothers, makers of Chivas Regal, said: “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 One, 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.”
The partnership with Scuderia Ferrari HP is the latest move for Chivas Regal in its association with global sports culture. In August, the brand announced also a partnership deal with Arsenal Football Club.
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