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Formula 1: Ferrari partnership ends a year early, ‘podium guarantee’ gone

BBG News

Since the onset of the 2021 Formula 1 season, Ferrari has consistently found itself on the podium following each race, an achievement made even more remarkable because it occurred even when the Scuderia Ferrari team didn’t place in the top three positions.

This is due to the fact that Ferrari Trento regained its peak in motor racing by being designated as the Champagne of Formula 1 prior to the 2021 season, signing a three-year contract.

The agreement signified the resurgence of champagne as the beverage of choice in the sports arena, being served on the podium, in the Paddock Club, and at various official Formula 1 locations for the entirety of the contract period.

Ferrari Trento deal with Formula 1 ends

Before 2021, Ferrari Trento wine hadn’t appeared on a Formula 1 podium since the Italian Grand Prix at Monza, which was held four decades ago.

Prior to the recent announcement, Carbon had served as the exclusive champagne supplier for Formula 1 podium celebrations since 2017, taking over from Chandon who provided the bubbly on the podium starting from the 2016 season. The deal with Pernod Ricard’s G.H. Mumm ended in 2015 after a 15-year partnership.

In 2022, the contract between Ferrari and Trento was renewed to last until 2025. However, it was recently announced that this agreement had come to an end following the completion of the 2024 season.

Starting from the 2025 racing season, Moët & Chandon will take over Ferrari Trento’s position in a significant new alliance with the LVMH Group. This partnership not only signifies champagne’s comeback to Formula 1 but also extends past the traditional podium festivities.

LVMH is poised to join Formula 1 as a Global Partner, and we’re expecting further details in the lead-up to the 2025 season. This partnership, spanning over a decade, is estimated to be valued around $100 million annually.

2025’s Formula 1 season will kick off at the Albert Park Circuit during the Australian Grand Prix, which is set for March 16 on a Sunday.

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2025-01-08 14:32

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