Chivas Regal, Glenfiddich and Grey Goose have all announced key sports sponsorship deals, with Chivas and Glenfiddich joining the Formula One circuit and Grey Goose signing its first-ever partnership with Tennis Australia.
Chivas Regal has been appointed Official Team Partner of the Scuderia Ferrari HP Formula One team in a new global multi-year partnership. The collaboration will see Chivas Regal and Ferrari developing a powerful platform to raise awareness about the dangers of drink-driving.
The integrated campaign, which is 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 & 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.”
Frederic Vasseur, Formula One Team Principal at Scuderia Ferrari HP, added: “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.”
GLENFIDDICH
Glenfiddich has announced it has entered into a long-term partnership with the Aston Martin Formula One team, which launched over the weekend at the Las Vegas Grand Prix.
To honour the partnership, which will also tackle the dangers of drink-driving, Glenfiddich has unearthed a rare cask from 1959, to pay tribute to Aston Martin’s debut in Formula One.
Søren Hagh, CEO of William Grant & Sons, said: “This partnership between Glenfiddich and Aston Martin Formula One Team is rooted in a shared passion for excellence and innovation.
“Glenfiddich’s whisky-making heritage meets Aston Martin’s iconic presence in motorsport, creating a timeless yet forward-thinking partnership. Together, we’re inspiring a global audience, inviting them to experience a legacy built on dedication and mastery.”
Lawrence Stroll, Owner and Executive Chairman of Aston Martin Formula One Team, added: “At Aston Martin Formula One® Team, we continuously push boundaries to set new standards, and Glenfiddich embodies that same spirit of perfection and innovation. The Las Vegas Grand Prix is the perfect stage to debut our partnership, and we’re excited to offer fans an unforgettable experience that transcends the racetrack and whisky world alike.”
GREY GOOSE
Grey Goose has also announced it has signed its first deal with Tennis Australia, becoming the official vodka partner of the Australian Open from January 2025.
The partnership will see the Grey Goose Rooftop at the Courtside Bar, an immersive concept overlooking Court Six, and the brand will feature prominently at the balcony bar within Club 1905.
Commenting on the partnership deal, Bacardi-Martini Australia Managing Director, Luiz Schmidt said, “We are delighted to partner with the Australian Open, one of the world’s premier sporting events, which showcases talent and passion while creating memorable shared moments of excitement and celebration for all who attend.
“This partnership offers us the opportunity to connect with a diverse, global audience and showcase the craftsmanship and luxury that Grey Goose represents.”
Tennis Australia Chief Commercial Officer Cedric Cornelis added: “We are thrilled to welcome Grey Goose to our partner family. Grey Goose, like the Australian Open, is renowned for delivering unforgetting experiences, making the partnership a natural fit.
“We’re excited for fans to enjoy world-class tennis while savouring iconic Grey Goose cocktails this summer – and for many tournaments to come.”