The Ferrari Formula One team have agreed a multi-year global partnership with Scotch whisky brand Chivas Regal.
Contract:
- Chivas Regal becomes an official team partner of Ferrari
- Integrated campaign to launch next year, following recent responsible drinking campaigns by Chivas Regal in markets such as Mexico and Japan
Context:
The partnership will focus on behind-the-scenes access through exclusive content and live experiences. The fan community will take centre stage as Chivas Regal looks to raise awareness of the dangers of drink driving, specifically amongst an audience of racing enthusiasts. This also emphasises Ferrari’s recent focus on fan engagement, underlined by the team’s fan-focused partnership signed with IBM last week.
Comment:
Frédéric Vasseur, team principal of Ferrari, commented: “We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail and craftsmanship – founded on years of tradition, while constantly evolving.
“Together, we share the desire to progress and set the benchmark in our respective fields of endeavour. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.”
Coming next:
The partnership officially launches at the Las Vegas Grand Prix, which takes place from 21st to 23rd November.
Go deeper:
- F1 team finances roundup: Is the budget cap working four years in?
- Heineken, Peroni and Estrella Galicia: The rise of non-alcoholic beer sponsorships in F1
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