After a grueling 24 hours of Le Mans in 1967, American motorsports pilot winner Dan Gurney deliberately shook and sprayed the on-looking crowd with his jeroboam bottle of Moët & Chandon in celebration — and thus, the tradition of drivers drenching each other in celebratory bubbly sprays across the motorsports categories was born.
And now, as part of LVMH’s historic 10-year deal, Moët & Chandon comes full circle to sponsor Formula 1 as its official Champagne. Italian winemaker Ferrari Trento, who has held the title since 2021, will be replaced by Moët & Chandon.
As part of the brand’s more than 280-year history, the legacy of Moët & Chandon opened on the Formula 1 podium extends from 1966 to 1999 and again in 2020. Beyond its legendary sprays, the French Champagne brand is intrinsically linked to the celebrations of Formula 1 legends including Sir Jackie Stewart, Ayrton Senna, Nikki Lauda, Alain Prost, Mika Häkkinen and Michael Schumacher — with the upcoming podium winners and beyond similarly following suit in pursuit of greatness for the World Drivers Championship and Constructors Championships.
Heinz-Harald Frentzen and Michael Schumacher at the 1997 San Marino Grand Prix.
Michael Cooper/Allsport/Getty Images
Moreover, Moët & Chandon has announced its title partnership at the 2025 Formula 1 Moët & Chandon Belgian Grand Prix at the Circuit of Spa-Francorchamps. The company said the race holds significance for the Champagne maison, with its proximity to the Champagne region.
Originally on the first Formula 1 championship calendar in 1950, races at Spa-Francorchamps and Reims-Gueux in France were both won by Argentinean Juan Manuel Fangio. After witnessing the win at the French race and donating a bottle to the victor, Paul Chandon-Moët and his cousin, Count Frédéric Chandon de Briailles, also invited Fangio to the Château de Saran at the Moët & Chandon estate to give a private toast to his historical victory.
“We are honored and excited to return as the official Champagne of Formula 1, celebrating a shared history of collective triumph and dedication since the 1950s,” said Sibylle Scherer, chief executive officer and president of Moët & Chandon. “We honor the extraordinary teamwork, the unlimited precision and the pursuit of excellence that drive both motorsport and our craft. This partnership is a tribute to the unity and shared achievements of inspiring drivers, their devoted teams and the global community that rallies behind them. As Moët & Chandon takes its place on the podium once again, we proudly continue to craft moments of celebration that belong to everyone committed in this incredible journey.”
Nigel Mansell with a bottle of Champagne Moët & Chandon at the 1992 Monaco Formula 1 Grand Prix.
Pascal Le Segretain/Sygma via Getty Images
Citing a mutual bond with the sport rooted in “passion,” “excellence” and the “joy of shared triumphs,” the sponsorship of Formula 1 by Moët & Chandon is just the latest of its growing arsenal in its ties to sports — the French Champagne brand currently sponsors the U.S. Open, the NBA and a held a pop-up at the 2024 Paris Olympics.
Thus far, LVHM’s decade-long sponsorship has unveiled Tag Heuer as Formula 1’s official timekeeper and Louis Vuitton as the titular sponsor for the first race of the 2025 season at the Australian Grand Prix.
“The tradition of toasting on the podium is one of the most iconic moments in our sport and we are thrilled to welcome once again Moët & Chandon as the official Champagne of Formula 1,” said Stefano Domenicali, president and CEO of Formula 1. “This partnership celebrates the history, emotion and excellence that bind Formula 1 and Moët & Chandon, in a perfect union of performance and refinement in a truly special year that sees us celebrate our 75th anniversary. The return of Moët & Chandon to the podium strengthens further the bond of our innovative partnership with LVMH and we cannot wait to toast this extraordinary collaboration together.”
