Ahead of next week’s Las Vegas Grand Prix, Scotch whisky company Chivas Regal has been named an official team partner of Scuderia Ferrari HP — the partnership is a global multiyear deal starting for the 2025 season.
The companies cited the partnership as a merging of two legacy brands — Chivas Regal was founded in 1909 and Ferrari was founded in 1939 — who have a shared commitment from brand inception to the modern day to craftsmanship, innovation and luxury.
“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,” said Frederic Vasseur, team principal at Scuderia Ferrari HP. “Together, we share the desire to progress and set the benchmark in our respective fields of endeavor. I look forward to working with Chivas Regal in a partnership that will be beneficial for both brands.”
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While this marks Chivas Regal’s first foray into the motorsports space, the Scotch brand had a three-year partnership with the Premier League in 2018 and was named the official whisky partner for football club Arsenal this year.
“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 chief executive officer of Chivas Brothers. “Since its foundation, Scuderia Ferrari HP has been a true pioneer at the forefront of culture — making it the perfect partner for us to usher in this new chapter.”
Chivas Regal said this team-up with Ferrari will bring to the forefront unprecedented access to fans with a behind-the-scenes look at motorsports, life off-track, exclusive content, live experiences and more. The partnership looks to highlight aspects of modern racing culture and uplift Ferrari’s passionate and die-hard fan base, the Tifosi — all to focus on the sport’s growing and diverse global fan base.
Ferrari’s chief racing revenue officer, Lorenzo Girogetti, said that the partnership with Chivas Regal will bring innovative activations within the Formula 1 space closer to its fans, work to expand its fan base and the sport’s fandom as a whole.
Most notably, Chivas Regal said with the bigger stage platform it’s been given, they will use it to raise awareness of the dangers of drunk driving. A responsible drinking ads campaign is set to launch next year in global markets such as Mexico and Japan. Gourges shared that the partnership will leverage its collective reach of Chivas Regal and Ferrari to “ensure motorsports fans around the world know to never, ever, drink and drive.”
Ferrari’s partnership with Chivas, alongside a new title partnership with HP and many more on the horizon, is building up to a big upcoming 2025 season — especially with seven-time world champion Lewis Hamilton joining the team.