Ferrari driver Charles Leclerc has been unveiled as a global brand ambassador for Scotch whisky Chivas Regal.
Contract:
- Partnership will launch with a special VIP event in Melbourne, Australia
- Guests will enjoy Charles Leclerc-themed cocktails from Chivas Regal in an evening centred around music
Context:
Chivas Regal already has a partnership with the Ferrari Formula One team, signed last year, which focuses on behind-the-scenes access for fans through exclusive content and live experiences. Leclerc’s wider endorsement portfolio includes a deal with Puma, which also partners with Ferrari. The 27-year-old ranked 33rd in SportsPro’s annual list of the world’s 50 Most Marketable Athletes (50MM), making him the third most marketable driver behind Lewis Hamilton and Max Verstappen.
Comment:
Nick Blacknell, global marketing director at Chivas Regal, commented: “It’s no secret Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence and off-track passions that inspired this partnership.
“The 88 notes of the piano draw perfect parallels with the 85 flavour notes of our iconic Chivas 18 Year Old expression, showing how both music and whisky blend passion with precision. We’re excited to bring fans on the journey to celebrate our wins together – the ethos that lies at the heart of Chivas Regal.”
Leclerc added: “Success is about blending all the right notes – on and off the track. My craft demands time, precision, and dedication, but what truly drives me is the journey, my passions, and the moments shared along the way.
“Chivas Regal embodies this same ethos, encouraging people to find their own rhythm and celebrate every win, big or small. I’m excited to redefine success together and share this experience with fans through our partnership.”
Coming next:
To celebrate the partnership, Leclerc and Chivas Regal will host a pop-up piano bar on 11th March in Melbourne ahead of the Australian Grand Prix later that week.
Go deeper:
- What we learned from the F1 75 Live launch event
- Three reasons behind Santander’s switch from Ferrari to F1
Looking to unlock more exclusive insights and strategic connections in the motorsport industry?
The BlackBook Motorsport Forum is the destination that connects and inspires top decision-makers and leaders across global motorsport. Join us in London on 27th March 2025 to dissect the critical balance between on and off-track performance, exploring areas such as technical innovation, sustainability and commercial success. Discover more here.