Moët & Chandon signs decade-long deal with Formula 1

In 2025, Moët & Chandon entered into a significant 10-year partnership with Formula 1, enhancing a long-standing relationship that stretches back to the sport's inception in 1950. This deal is part of a broader partnership involving LVMH, which includes Louis Vuitton as a trunk partner and TAG Heuer as the official timekeeper. Moët's involvement in Formula 1 isn't new; it was previously an official Champagne partner from 1981 to 1997. The partnership also leverages Moët's historical ties to motor racing, particularly through the iconic moment when Dan Gurney sprayed champagne after his victory at the 24 Hours of Le Mans in 1967, which led to the podium celebration tradition seen in racing today. Moët's brand significance lies in its ability to embody celebration and luxury, which the company seeks to emphasize through the partnership. The moment champions step onto the podium, they will once again spray Moët champagne, reinforcing the brand's identity of shared victories. According to Sibylle Scherer, the CEO of Moët, the brand appeals directly to the emotions associated with significant life events, embodying their slogans focused on celebration and shared experiences. Despite challenges in the wine and spirits market, where LVMH reported a 7% revenue decline in its Wine and Spirits category, Scherer expressed confidence in the F1 investment. This partnership is viewed as a strategic position within a cultural phenomenon, resonating with the growing global interest in motor racing, partly fueled by Netflix’s popular series “Formula 1: Drive to Survive.” Moreover, Moët’s collaboration with prominent cultural figures, like Pharrell Williams on limited-edition bottles, reflects its strategy to remain culturally relevant and interconnected with significant events. The partnership not only supports visibility but also strengthens the brand's authenticity in the sport. Lastly, the deal was two years in the making, fueled by momentum from previous sponsorship ventures, including LVMH's $163 million sponsorship of the Paris Olympic and Paralympic Games, establishing Moët as a key player in both cultural and sporting landscapes. The ongoing evolution of the luxury market requires brands like Moët to navigate and engage with cultural narratives actively, ensuring they remain relevant to new generations while honoring their rich heritage. By intertwining their brand with such a major sporting event, Moët aims to create memorable experiences for fans and consumers, ultimately positioning themselves for continued success in the future.