Formula One has announced the return of Moët & Chandon as the series’ official champagne.
Contract:
- Third brand to be given official designation under ten-year global LVMH deal
- Moët & Chandon also becomes title partner of the Belgian Grand Prix
Context:
Moët & Chandon first held an official position with Formula One in 1966 and made a brief return in 2020. Its links to the series, though, date back to the inaugural world championship season in 1950 when Paul Chandon-Moët and his cousin, Count Frédéric Chandon de Briailles, invited Juan Manuel Fangio to share a toast following the Argentine’s French Grand Prix victory.
All three of the brands named in the original partnership announcement between Formula One and LVMH have now been given their official designations, following Tag Heuer and Louis Vuitton. Moët & Chandon replaces Ferrari Trento, which served as the series’ official sparkling wine.
What remains to be seen is whether more brands will be unveiled in the coming weeks. The initial Formula One announcement said the deal would include ‘several of LVMH’s iconic maisons’, hinting at possibly more than just the three named brands.
Comment:
“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 One,” said Stefano Domenicali, president and chief executive of Formula One.
“This partnership celebrates the history, emotion and excellence that bind Formula One and Moët & Chandon, in a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary.
“The return of Moët & Chandon to the podium strengthens further the bond of our innovative partnership with LVMH and we cannot wait to toast this extraordinary collaboration together.”
Sibylle Scherer, chief executive and president of Moët & Chandon, added: “We are honoured and excited to return as the official champagne of Formula One, celebrating a shared history of collective triumph and dedication since the 1950s.
“We honour the extraordinary teamwork, the unlimited precision, and the pursuit of excellence that drive both motorsport and our craft. This partnership is a tribute to the unity and shared achievements of inspiring drivers, their devoted teams, and the global community that rallies behind them.
“As Moët & Chandon takes its place on the podium once again, we proudly continue to craft moments of celebration that belong to everyone committed to this incredible journey.”
Coming next:
Moët & Chandon will title sponsor the Belgian Grand Prix at Spa-Francorchamps when it takes place from 25th to 27th July.
Go deeper:
- Breaking down F1’s sponsorship portfolio ahead of the 2025 season
- F1 team finances roundup: Is the budget cap working four years in?
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