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- LVMH winemaker Moët & Chandon has been announced as the Official Champagne Partner of Formula 1.
- It marks the third time Moët & Chandon has held the title, having first done so in 1967.
- Moët & Chandon also now claim naming rights for the Belgian Grand Prix.
At long last, Moët & Chandon is returning to the podium. Ahead of a landmark Formula 1 (F1) season that promises to deliver no shortage of intriguing storylines and intense rivalries, the sport’s governing body has confirmed Moët & Chandon as its official champagne partner. As part of the deal, the 282-year-old French house will assume licensing duties, most notably in all post-race podium celebrations.
The announcement of Moët & Chandon as F1‘s official champagne partner comes just a few short months after parent company LVMH confirmed a blockbuster 10-year deal with the motorsports organisation. At the time, much of the conversation centred around which of LVMH’s watchmaking maisons would take over from long-term partner Rolex as official timekeeper—a role that inevitably went to historic producer TAG Heuer—but the champagne toast was also up for debate.
As I wrote when it was first announced, the F1’s partnership with LVMH—a conglomerate that operates several of the world’s biggest and most revered champagne houses—had the potential to be multi-branded. With the likes of Dom Pérignon, Krug, and Veuve Clicquot all under the LVMH banner, the organisation was spoilt for choice, but in the end, heritage won out. Speaking on Wednesday, Stefano Domenicali, president and CEO of Formula 1, confirmed that in addition to claiming the official partner title, Moët & Chandon will also now take on naming rights for the Belgian Grand Prix.
“The tradition of toasting on the podium is one of the most iconic moments in our sport and we are thrilled to welcome once again Moët & Chandon as the Official Champagne of Formula 1,” Domenicali said. “This partnership celebrates the history, emotion, and excellence that bind Formula 1 and Moët & Chandon, in a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary. The return of Moët & Chandon to the podium strengthens further the bond of our innovative partnership with LVMH and we cannot wait to toast this extraordinary collaboration together.”
The Moët & Chandon x F1 partnership marks the third time the two organisations have been linked. According to the brand, the formal relationship dates all the way back to the 1960s, when, after winning the 24 Hours of Le Mans, driver Dan Gurney received a jeroboam of Moët & Chandon. In a moment of pure elation, the American legend shook it and spontaneously sprayed the crowd, unknowingly birthing one of sport’s most iconic celebrations.
In the years since, F1 fans have witnessed a litany of stars follow suit, from Sir Jackie Stewart and Ayrton Senna to Nikki Lauda, Alain Prost and Michael Schumacher, however, in recent years, Moët & Chandon’s absence has been noticeable. From 2021 to 2024, Italian sparkling wine Ferrari Trento served as the official toast of the F1, with Controlled Designation of Origin” (D.O.C.) restrictions preventing the use of the word ‘champagne’. Now, with French-based conglomerate LVMH at the helm, the ceremonial spraying is back on familiar ground.
“We are honoured and excited to return as the Official Champagne of Formula 1, celebrating a shared history of collective triumph and dedication since the 1950s,” Sibylle Scherer, CEO and president of Moët & Chandon said. “We honour the extraordinary teamwork, the unlimited precision, and the pursuit of excellence that drive both motorsport and our craft. This partnership is a tribute to the unity and shared achievements of inspiring drivers, their devoted teams, and the global community that rallies behind them. As Moët & Chandon takes its place on the podium once again, we proudly continue to craft moments of celebration that belong to everyone committed to this incredible journey.”
As part of the official champagne duties, Moët & Chandon will provide a magnum to the top three drivers and the winning Constructor at each Grand Prix, toasting their success on the podium. The Maison will also take centre stage as the Title Partner at the FORMULA 1 MOËT & CHANDON BELGIAN GRAND PRIX 20, which will take place from July 25 to 27.
