Harrison Ford Unveils Glenmorangie as Formula 1’s Official Whisky Sponsor
(Photo: Glenmorangie)
Glenmorangie has been named the Official Whisky of Formula 1 as part of a broader 10-year partnership between F1 and parent company LVMH. The announcement was revealed through a short film featuring actor Harrison Ford, who stars in the brand’s ongoing campaign and offers his signature deadpan reaction to the deal: “Nice.”
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The collaboration kicks off this weekend at the 2025 Formula 1 Qatar Airways British Grand Prix at Silverstone, a track notable as the site of the first Formula 1 World Championship in 1950. Glenmorangie will host fan experiences at the event, including photo opportunities with the Eagle Speedster Jaguar E-Type driven by Ford in the whisky brand’s campaign.
The agreement aligns Glenmorangie with Formula 1 during its 75th anniversary season. Both brands emphasized their shared values of heritage, innovation and pursuit of excellence.
“I am thrilled to set in motion Glenmorangie’s landmark partnership with Formula 1 – the pinnacle of motor racing,” Caspar MacRae, Glenmorangie president and CEO, said in a news release. “We share with F1 a great pride in our heritage and an unstoppable desire to reach new heights of excellence.”
Emily Prazer, Chief Commercial Officer of Formula 1, added: “As part of our 10-year deal with LVMH, we are delighted to welcome Glenmorangie from the Moët Hennessy Maisons collection as the Official Whisky of Formula 1. We have both been mastering our craft for many years, and we share a commitment to refinement and perfection delivered over time.”
Glenmorangie will continue its marketing presence across the 2025 F1 season, with trackside events and activations at multiple races. The whisky brand will serve alcohol-free experiences in line with its stated commitment to responsible consumption.
Ford’s involvement in Glenmorangie’s campaign, Once Upon a Time in Scotland, adds star power to the announcement. The campaign, positioned as light-hearted and nostalgic, has featured the actor exploring the brand’s history and values through a fictionalized lens.
The Formula 1-Glenmorangie partnership follows similar LVMH collaborations with the sport, highlighting the luxury group’s investment in global visibility through motorsport.
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