This year Moët & Chandon and LVMH return to Formula 1 in a groundbreaking 10-year partnership that goes beyond the celebration of victories.
It is a tribute to the incredible spirit of unity and exhilaration that fuels the high-performance sport – its drivers, teams, and millions of passionate fans around the world.
Sibylle Scherer, CEO and president of Moët & Chandon, emphasises the pursuit of excellence that drives both motorsport and the art of champagne making. “We are honoured and excited to return as the Official Champagne of Formula 1. We have shared a history of collective triumph and dedication since the 1950’s… and we proudly continue to craft moments of celebrations that belong to everyone committed to this incredible journey,” she says.
Founded in 1743 by Claude Moët, the Maison shares the largest terroir in the Champagne region and is globally renowned for its exceptional and diverse portfolio of champagnes, which range from the iconic Moët & Chandon Brut Imperial to the brand’s prestige Collection Impériale. Led by its visionary founders, the brand still embodies French elegance and timelessness, infusing creativity, precision, and excellence into every step of its craft, much like the engineering of a racing car.
Since the ’50s, Moët & Chandon has toasted epic champion finishes by Sir Jackie Stewart, the late Ayrton Senna, Niki Lauda, Alain Prost, Mika Häkkinen, and Michael Schumacher. But its ties with motorsport date back even further to 1936, when Italian racing driver Tazio Nuvolari sipped the Champagne from a jeroboam after winning the Vanderbilt Cup. It was only in 1967, however, that the iconic celebratory spray was born when American driver Dan Gurney had just won the 24 Hours of Le Mans race, and in a moment of pure elation, shook the Moët & Chandon jeroboam and sprayed the crowd. This unknowingly created a new tradition in sport and a bond between Moët & Chandon and Formula 1 – each pop of the cork and spray of champagne rooted in camaraderie, excellence, and the joy of shared triumphs.
“The tradition of toasting on the podium is one of the most iconic moments in our sport and we are thrilled to welcome, once again, Moët & Chandon as the Official Champagne of Formula 1,” says Stefano Domenicali, president and CEO of Formula 1. “This partnership celebrates the history, emotion, and excellence that binds Formula 1 and Moët & Chandon in a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary,” he adds.
Later this year, Moët & Chandon takes centre stage as the titular sponsor of the Belgian Grand Prix from 25to 27 July at Spa-Francorchamps. Set in the heart of Ardennes in south-east Belgium, Spa is the closest Grand Prix to the Champagne region, and so it shares a particularly profound connection – and spirit of unity – with Moët & Chandon that’s long been loved by drivers and fans alike.
While Moët & Chandon’s legacy comes with the deep belief that life is better when shared, the Maison is committed to the welfare of the people and communities in Champagne through its sustainability programmes. Natura Nostra and Essentia.
