Chivas Regal has announced a multi-year partnership with the Scuderia Ferrari HP Formula 1 team, debuting ahead of the Las Vegas Grand Prix on Nov. 21. The collaboration aims to highlight the teamwork and dedication behind the scenes in F1 racing while offering fans unique insights and live events that merge education and entertainment.

The partnership will focus on fostering a deeper connection with Scuderia Ferrari HP’s community of fans through exclusive content and experiences. In addition, Chivas plans to launch an awareness campaign in markets like Mexico and Japan, promoting responsible drinking and discouraging drunk driving.

Chivas Regal and Scuderia Ferrari: A new era in sports partnerships

“This partnership marks a significant gear shift into a new era in sports culture for Chivas Regal,” said Jean-Etienne Gourgues, Chairman & CEO of Chivas Brothers. “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.’”

Chivas’ new collaboration builds on its previous campaign, “True Success is Shared,” which launched in December 2023. That campaign encouraged a shift from hustle culture to a focus on community and collective success, aligning with the values shared by both brands.

Frederic Vasseur, Team Principal of Scuderia Ferrari HP, shared his enthusiasm for the partnership, stating, “We share the values of striving for excellence, attention to detail, and craftsmanship – founded on years of tradition, while constantly evolving. Together, we aim to set the benchmark in our respective fields.”