Ahead of next week’s highly-anticipated Las Vegas Grand Prix, Chivas Regal has announced a new multi-year partnership with the Scuderia Ferrari HP Formula 1 team. The two iconic brands will showcase their shared legacy of innovation and craftsmanship across exclusive events, content, and behind-the-scenes access to the inner workings of the Scuderia.
Chivas and Ferrari will also use the platform to highlight the dangers of drink driving in an integrated campaign that is set to launch in 2025.
Chivas Regal x Scuderia Ferrari
Striving For Excellence
Frederic Vasseur, Formula 1 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.”
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.
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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, 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.”
Ferrari In The Current Formula 1 Season
With just three races to go in the 2024 FIA Formula One World Championship, Ferrari has made a marked improvement on the 2023 season.
Charles Leclerc has won three races this year, clinching first place in Monaco (his home country) and Monza – the home of Ferrari. He most recently placed first in the United States Grand Prix, with his teammate Carlos Sainz finishing in second place.
Carlos Sainz, who is leaving Ferrari at the end of this season and heading to Williams, won the Australian Grand Prix in Melbourne earlier this year. More recently, he placed first in Mexico followed by McLaren’s Lando Norris and his teammate, Leclerc. Seven-time world champion, Lewis Hamilton, is set to take Sainz’s seat at Ferrari.
The upcoming Las Vegas Grand Prix is set to be a thrilling one, as Red Bull’s Max Verstappen could clinch his third world title. Lando Norris will be looking to make sure that that does not happen. Tune in and don’t miss out!
Chivas Regal
Founded in 1909, Chivas Regal is known for its smooth, luxurious blended scotch whiskies. With a legacy rooted in the expertise of brothers James and John Chivas, who began blending whisky in 19th-century Scotland, Chivas has become one of the world’s most popular Scotch brands, now selling over 4.6 million 9-litre cases annually. It is renowned for a balanced profile that combines rich, fruity, and floral notes, appealing to a broad audience.
Recently, Chivas has embraced a modern ethos with its ‘I Rise, We Rise’ campaign, celebrating a new generation of whisky enthusiasts focused on community and innovation.
