Champagne will once again be sprayed during podium ceremonies in the upcoming Formula 1 season. The sport is entering a new partnership with the prestigious Moët & Chandon. The champagne house is part of the French conglomerate LVMH, the new main sponsor of Formula 1. Since 2022, drivers on the podium have been drinking prosecco from the Italian Ferrari Trento.
Moët & Chandon’s champagne has a long history in Formula 1. After the first French GP in 1950, it was Paul Chandon-Moët and his cousin Frédéric Chandon de Briailles who invited winner Juan Manuel Fangio to make a toast. Later, the brand was featured during victories of legendary champions such as Ayrton Senna, Niki Lauda, Alain Prost, and Michael Schumacher. In the anniversary season of 2025, Moët & Chandon’s bottles will return to the podium. The brand will also become the title sponsor of the Belgian GP.
Luxury Brands
“The tradition of toasting on the podium is one of the most iconic moments in our sport and we are delighted to welcome Moët & Chandon back as the official champagne of Formula 1,” CEO Stefano Domenicali responded in an official press release. “We are honored and excited to return,” added Sibylle Scherer, CEO of Moët & Chandon.
LVMH, the French conglomerate behind brands such as Louis Vuitton, Dior, and Moët & Chandon, will be the new main sponsor of Formula 1 from 2025. The ten-year deal is estimated to be worth around one hundred million dollars per year. The founder of LVMH, 75-year-old Bernard Arnault, with an estimated fortune of nearly 190 billion dollars, is one of the richest people in the world.
