Iconic Italian Formula One team Ferrari have announced a new multi-year partnership agreement with Scotch whisky brand Chivas Regal. Chivas Regal will join as an Official Team Partner from the Las Vegas Grand Prix 2024. Chivas Regal will run various fan activations through this partnership and will work with the team to raise awareness about the ‘dangers of drunken driving’.
Frédéric Vasseur – Team Principal Scuderia Ferrari HP, 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.”
Lorenzo Giorgetti – Ferrari Chief Racing Revenue Officer, added,
“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. 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.”
Jean-Etienne Gourgues – Chairman & CEO of Chivas Brothers, said,
“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. 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 motorsport fans around the world know to never, ever, drink and drive.”
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