Chivas Regal partners with Scuderia Ferrari HP, marking a new chapter in sports culture.
- The collaboration aligns with Chivas Regal’s mission “I Rise, We Rise,” focusing on teamwork.
- Jean-Etienne Gourgues highlights the potential of this multi-year global deal.
- Awareness on drink-driving is a significant objective of this partnership.
- Engaging fans with live experiences and behind-the-scenes content is planned.
In a strategic move, Chivas Regal has entered into a partnership with Scuderia Ferrari HP, coinciding with the Las Vegas Grand Prix. This alignment signifies a transformative period for the whisky brand in sports culture. Jean-Etienne Gourgues, CEO of Chivas Brothers, highlights this as a significant step, emphasising the mutual pioneering spirit between the entities.
Underlining the essence of team dynamics, the collaboration epitomises Chivas Regal’s philosophy of ‘I Rise, We Rise.’ This initiative is not just about motorsport, but enhancing a global community of diverse racing enthusiasts. The whisky maker seeks to engage this audience, leveraging shared brand reach while reinforcing the message to avoid drink-driving.
The partnership is more than promotional; it is a platform for Chivas Regal to address the dangers of drink-driving. Plans are underway to launch a campaign next year, aiming to educate and influence positive behaviour among motorsport fans worldwide.
Moreover, this association will provide both live experiences and behind-the-scenes stories that depict the role of teamwork in Formula 1 success. The storytelling approach aims to resonate with fans, bringing them closer to the sport in innovative ways.
Commenting on the partnership, Lorenzo Giorgetti of Ferrari expressed enthusiasm about this venture, recognising Chivas Regal as a dynamic partner in premier motorsports. He anticipates this collaboration will introduce Formula 1 to even wider audiences, expanding both the Scuderia Ferrari HP and overall sports fan base.
This strategic alliance between Chivas Regal and Scuderia Ferrari HP sets a promising stage for innovative fan engagement and public awareness campaigns.
