Silverstone has extended its partnership with Moët & Chandon in a long-term agreement that will see the luxury champagne brand continue as the circuit’s official champagne partner while expanding its presence through a new premium hospitality offering at the Formula 1 British Grand Prix.
The renewed deal further strengthens the relationship between one of motorsport’s most historic venues and one of the world’s most recognisable luxury beverage brands, reflecting Formula 1‘s growing appeal among premium lifestyle and luxury companies.
As part of the partnership, Silverstone and Moët & Chandon will launch the Moët & Chandon Club, an exclusive hospitality destination located within the circuit’s Fusion Lounge. The experience is designed to elevate race-weekend hospitality through a combination of luxury dining, champagne experiences and Formula 1-inspired activations.
Guests will have access to exclusive Moët & Chandon offerings, champagne cocktails, private viewing terraces and bespoke hospitality services. The venue will also feature a collection of historic Formula 1 memorabilia, including signed podium bottles and displays celebrating the champagne house’s long-standing association with motorsport.
The partnership arrives amid a broader push by luxury conglomerate LVMH to deepen its involvement in Formula 1. Moët & Chandon remains one of the sport’s most iconic brands, having played a central role in Formula 1 celebrations and podium ceremonies for decades.
For Silverstone, the agreement forms part of a wider strategy to enhance fan experiences and grow hospitality revenues beyond traditional ticket sales. Premium hospitality has become an increasingly important commercial pillar for major sporting venues as they seek to attract high-value corporate clients and affluent consumers.
Silverstone, which staged Formula 1’s inaugural World Championship race in 1950, continues to be one of the sport’s flagship destinations, welcoming hundreds of thousands of fans each year.
The launch of the Moët & Chandon Club at the British Grand Prix underscores the increasing convergence of sport, luxury and live entertainment, as brands look to create immersive experiences that extend well beyond the action on track.
