In a move set to captivate Formula 1 fans globally, Scuderia Ferrari HP has entered into a multi-year partnership with Chivas Regal, one of the world’s most iconic luxury Scotch whisky brands.
This collaboration marks the first step for Chivas Regal into the high-octane world of F1, blending the legacy and innovation of two renowned brands committed to excellence and pushing boundaries.
Under the agreement, Chivas Regal has become an official team partner of Scuderia Ferrari HP, a status that promises exciting fan experiences and shared initiatives to enhance the global F1 spectacle. The alliance reflects the synergy between Ferrari’s racing heritage and Chivas Regal’s tradition of craftsmanship, aiming to resonate with motorsport enthusiasts and whisky aficionados alike.
Frédéric Vasseur – Team Principal Scuderia Ferrari HP, expressed enthusiasm about the collaboration and said, “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.”
Lorenzo Giorgetti – Ferrari’s 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.”
Jean-Etienne Gourgues – Chairman & CEO of Chivas Brothers, continued, “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 motorsport fans around the world know to never, ever, drink and drive.”
In addition to boosting fan engagement, the partnership will serve as a platform for Chivas Regal to champion responsible drinking, delivering impactful messages about the dangers of drink-driving. By harnessing F1’s global stage, both brands seek to positively influence fans worldwide.
Known for its rich, smooth flavour and meticulous blending of aged malt and grain whiskies, Chivas Regal has long been a symbol of refinement in the Scotch whisky industry. The brand recently expanded its presence in sports by partnering with Arsenal FC, signalling its commitment to forging meaningful connections with fans across different sports cultures.
With Chivas Regal joining Ferrari’s distinguished lineup of partners, including IBM, Shell, UniCredit, HP, Harman Automotive, ZCG, CEVA Logistics, and Peroni Nastro Azzurro 0.0%, Ferrari solidifies its position as a premier name in innovation and excellence.
This alliance comes as the Prancing Horses aims to close the gap in the Constructors’ Championship standings, where it currently holds a competitive second place with 557 points, trailing McLaren’s 593 points. The final races, beginning with the Las Vegas Grand Prix on November 22-24, promise intense competition as Ferrari vies to reclaim the title from Oracle Red Bull Racing, currently in third place with 544 points.
As the 2024 season draws to a thrilling conclusion, the partnership between Ferrari and Chivas Regal sets the stage for a new chapter of collaboration, elevating both the on-track excitement and the fan experience worldwide.