Chivas Regal, Glenfiddich, and Grey Goose have made significant strides in sports marketing by announcing high-profile sponsorship deals, aligning themselves with elite teams and global events.
Chivas Regal has forged a multi-year partnership with the Scuderia Ferrari HP Formula One team, marking a major expansion into motorsports. As the official team partner, Chivas Regal plans to launch an integrated campaign in 2025 focused on raising awareness about the dangers of drink-driving. This campaign follows similar responsible drinking initiatives in markets like Mexico and Japan. Jean-Etienne Gourgues, CEO of Chivas Brothers, emphasized that the partnership with Ferrari aligns with the brand’s mission of community and teamwork, capturing the spirit of Formula One racing. Frederic Vasseur, team principal at Ferrari, echoed this sentiment, highlighting shared values of excellence and innovation.
In another motorsports collaboration, Glenfiddich has entered into a long-term partnership with Aston Martin’s Formula One team, officially launching at the Las Vegas Grand Prix. To commemorate the deal, Glenfiddich unveiled a rare 1959 cask in tribute to Aston Martin’s debut in Formula One. Glenfiddich CEO Søren Hagh described the partnership as a blend of tradition and forward-thinking innovation, while Aston Martin’s Lawrence Stroll praised Glenfiddich’s commitment to perfection, aligning with the team’s pursuit of excellence in motorsport.
On the tennis court, Grey Goose has signed its first-ever sponsorship with Tennis Australia, becoming the official vodka partner of the Australian Open starting in 2025. The partnership will feature the Grey Goose Rooftop at the Courtside Bar and the prominent inclusion of the brand in the Club 1905 balcony bar. Luiz Schmidt, Managing Director of Bacardi-Martini Australia, expressed excitement about connecting with a global audience, while Tennis Australia’s Cedric Cornelis welcomed the collaboration as a natural fit, celebrating both brands’ commitment to delivering unforgettable experiences.
These partnerships reflect a growing trend among premium spirits brands to align with high-profile sports events and teams, amplifying their global reach while promoting shared values of excellence, innovation, and responsibility.
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