Scotch Brand Chivas Regal and Ferrari F1 ‘Accelerate Into a New Era of Sports Culture’ With Partnership

Chivas Regal is teaming up with the Scuderia Ferrari Formula 1 Team for a new partnership honoring motorsports. (Photo: Chivas Regal/Ferrari F1)

Chivas Regal announced on Thursday a new partnership with the Scuderia Ferrari HP Formula 1 team just in time for the Las Vegas Grand Prix, which is set to take place on Nov. 21. The international, multi-year partnership will focus on telling stories about the essential ingredients for teamwork that take place off the track.

Ferrari F1 and Chivas will offer fans behind-the-scenes access to what happens between the F1 Team and will offer live events educating fans about racing culture while entertaining them along the way. The focus will be on Scuderia Ferrari HP’s fans and will be all about building that community.

Chivas additionally stated it intends to educate its audience about drunk driving, and the campaign will launch in markets like Mexico and Japan.

“This partnership marks a significant gear shift into a new era in sports culture for Chivas Regal,” said Chairman & CEO of Chivas Brothers Jean-Etienne Gourgues in a statement. “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 motorsports fans around the world know to never, ever, drink and drive.”

In Dec. 2023, Chivas Regal unveiled a campaign touting the benefits of teamwork called “True Success is Shared.” The campaign bucked against hustle culture and encouraged its audience to think more about community over individuality.

The latest partnership with the Formula 1 team appears to be in alignment with the scotch brand’s content strategy.

“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 Formula 1 Team Principal at Scuderia Ferrari HP Frederic Vasseur in a statement. “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.”