Chivas Regal has been named the Official Team Partner of the Scuderia Ferrari HP Formula 1 team. A multi-year global partnership, announced just days before the Las Vegas Grand Prix, will bring together the two iconic brands.
The collaboration between blended Scotch whisky brand Chivas Regal and Scuderia Ferrari, the world’s most successful Formula 1 team, will focus on stories of teamwork that are crucial to achieving victory.
Fans will have access to exclusive content and live experiences that will showcase a new side of racing culture. The collaboration will champion the Tifosi, Scuderia Ferrari’s loyal fanbase and shine a light on the sport’s growing international fan community.
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.”
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Chivas Regal will also use the platform to raise awareness about the dangers of drink-driving. An integrated campaign, set to launch next year, will aim to drive positive impact among the global audience of passionate racing enthusiasts.
“This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal,” said Jean-Etienne Gourgues, chairman and CEO of Chivas Brothers.
“Since its foundation, Scuderia Ferrari has been a true pioneer at the forefront of culture, making it the perfect partner for us to usher in this new chapter.”
