Ahead of the Las Vegas Grand Prix, Chivas Regal has signed up to sponsor Scuderia Ferrari HP.
The Scottish whisky company will become its “official team partner” through the multi-year global deal.
“This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal. 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,” explained Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers, makers of Chivas Regal.
“In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal’s mission of ‘I Rise, We Rise’. We are passionate about using this new platform to engage today’s growing and increasingly diverse community of racing fans in the 2025 season and beyond, and leveraging the collective reach of our brands to ensure motorsports fans around the world know to never, ever, drink and drive.”
The brand said it would be shining a light on life away from the track, with storytelling about how teamwork is critical to success. As well as the behind the scenes content, there will be live experiences for fans.
Chivas Regal added that it would use the partnership as a “powerful platform” to raise awareness about the dangers of drink-driving, with a campaign set to launch next year.
“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,” stated Lorenzo Giorgetti, Ferrari Chief Racing Revenue Officer.
“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.”
Chivas Regal is made in Speyside, the oldest working distillery in the Scottish Highlands – and the first owned by the Chivas brothers.
