On Sunday, Moët & Chandon celebrated a significant milestone in its engagement with Formula 1, marking its first appearance as a title sponsor during the Belgian Grand Prix. This notable event follows the 10-year agreement signed by its parent company, LVMH Moët Hennessy Louis Vuitton, to become F1’s global luxury partner, signaling the brand’s deepening involvement in the sport. The F1 sponsorship milestone is highlighted by Moët & Chandon’s newly designed presence at the event in Spa, Belgium.
Transformation of the Champion’s Cool Down Room and Podium Access
The brand revamped the famed Cool Down Room, where the top three drivers gather before the podium celebrations, adding dedicated spaces for their helmets and creating an exclusive champion’s corridor leading to the podium. This corridor features a “walk of fame” on its floor, with the names of past race winners illuminated, enhancing the prestige of the space. The room’s decor embraced Moët & Chandon’s signature red tones, complemented by white neon speed stripes to reflect the excitement of the race.
A Symbol of Brand Ambitions and Legacy in Formula 1
Moët & Chandon’s impressive presence at the Belgian GP marks one of the key pillars of the brand’s promotional strategy this year, emphasizing its ambitions within Formula 1. CEO Sibylle Scherer expressed optimism about the partnership’s future impact, saying,
“There’s a next generation that is falling in love with Formula 1, and that is also, hopefully for us, the next generation of Moët & Chandon lovers.”
—Sibylle Scherer, CEO
Exclusive Commemorative Jeroboam for Private Collectors
To honor the occasion, Moët & Chandon released a limited-edition celebratory jeroboam, reserved exclusively for private clients. This numbered bottle, priced at $40,365 (€35,000), is uniquely engraved with the names of the three winning drivers from the Belgian GP and the name of the buyer, reflecting the brand‘s dedication to exclusivity and celebration of racing achievements.
Implications for Future Brand Engagements in F1
Moët & Chandon’s milestone at Spa not only demonstrates its commitment to Formula 1 but also enhances its luxury branding in an emerging audience segment. This thoughtful integration of the brand’s heritage with the sport’s dynamic appeal positions Moët & Chandon to engage a new generation of fans and connoisseurs, promising further collaboration and visibility in upcoming seasons.