Chivas Regal Fuels Excitement for Its Scuderia Ferrari HP Partnership

Last month, Chivas Regal announced its move into the racing world, signing a multi-year partnership as Scuderia Ferrari HP’s Official Team Partner.

For its first Formula 1 deal – in fact, the first-ever motorsport deal in the brand’s history – Chivas Regal has shared that it intends to spotlight life off the track over its tenure. Sharing a look behind-the-scenes through exclusive content and live experiences, it plans to tell the stories of its drivers and Scuderia Ferrari HP’s dedicated fanbase, the Tifosi, as well as the team members that we wouldn’t typically get to see.

In an official statement, CEO of Chivas Brothers 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. In the fast-moving world of Formula 1, success is a team effort – something that sits at the heart of Chivas Regal’s mission of ‘I Rise, We Rise’.

To celebrate the appointment, the brand rounded up the aforementioned Ferrari teammates including Charles Leclerc, its community of high-profile ambassadors, and other Formula 1 influencers for a special party last week. In true Chivas Regal style, the event took place at the ultra-luxurious Royal Terrace at W Hotels overlooking the Yas Marina Circuit in Abu Dhabi with gold tableware and miniature podiums decking out the space. As Scottish kilts met racing uniforms, their coming together symbolized a marriage of tradition and craftsmanship – both deeply rooted in the two brands.

Discover what went down at the event by checking out the images above.

To find out more about the Scuderia Ferrari HP partnership, head to Chivas Regal’s website and Instagram account now.

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