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Moray whisky firm to become team partner of F1 giants Ferrari

The collaboration aims to shine a light on life off-track.

Chivas Regal/Ferrari Scuderia partnership agreement.
Chivas Regal from Keith has entered into a partnership with F1 team Ferrari Scuderia. Image: Chivas Regal.

A Moray-based business is set to become the “official team partner” of Formula One giants Scuderia Ferrari.

Whisky firm Chivas Regal – whose home and visitor centre is at the Strathisla distillery in Keith – has agreed a deal with the iconic Italian racing team.

The manufacturer is the sport’s oldest surviving name and its most successful.

The multi-year partnership has been struck ahead of the Las Vegas Grand Prix race weekend.

The event takes place between November 21 – 23.

This will be the first time Chivas Regal has branched into F1, having enjoyed partnerships with Premier League football clubs for many years

British F1 driver Lewis Hamilton will race in his debut season for the team, who are headquartered in Maranello, Italy, in 2025.

He will compete alongside former rival Charles LeClerc.

Lewis Hamilton.
British F1 driver Lewis Hamilton will race for Ferrari Scuderia next year. Image: Darrell Benns/DC Thomson.

Shining a light on life off-track, the collaboration will offer a fresh perspective on Scuderia Ferrari.

The brand was founded by Enzo Ferrari in 1929.

Chivas Regal whisky.
Chivas Regal, produced by Chivas Brothers in Keith, has entered into a partnership with F1 team Ferrari Scuderia. Image: Shutterstock.

Chivas Regal partners Ferrari

The partnership will also be used for Chivas Regal to raise awareness about the dangers of drink-driving.

The project, which is due to launch next year, will follow recent responsible drinking campaigns run by the whisky company in markets worldwide, including Japan and Mexico.

Chivas Brothers chairman and chief executive Jean-Etienne Gourgues.
Chivas Brothers chairman and chief executive Jean-Etienne Gourgues said the partnership “marks a significant gear shift” for the company. Image: Chivas Regal.

Chivas Brothers chairman and chief executive Jean-Etienne Gourgues said: “This partnership marks a significant gear shift as we accelerate into a new era in sports culture for Chivas Regal.

“Since its foundation, Scuderia Ferrari HP has been a true pioneer at the forefront of culture, making it the perfect partner for us to usher in this new chapter.”

Frederic Vasseur.
Scuderia Ferrari Formula One team principal Frederic Vasseur said the partnership will be “beneficial” for both brands. Image: Chivas Regal.

Frederic Vasseur,  Scuderia Ferrari Formula One team principal, added: “We are pleased to announce our partnership with Chivas Regal, with whom we share the values of striving for excellence, attention to detail and craftsmanship – founded on years of tradition, while constantly evolving.

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