The historic champagne house reclaims its place atop the podium, rejoining Formula 1 under LVMH with title rights at Spa—an emblematic brand introspection of how the 10-year partnership between F1 & LVMH is focusing marketing touchpoints
Moët & Chandon has been named the title sponsor of the 2025 Belgian Grand Prix, part of a broader ten-year LVMH partnership with Formula 1 announced for the 2025 season. This return marks a resurgence of the brand’s historic association with motorsport—and signals a deliberate recalibration in how premium brands leverage global sporting platforms to reinforce heritage, reach new demographics, and shape cultural prestige.
As Formula 1 enters its 75th championship year, Moët & Chandon returns to the podium after a four-year absence, replacing Ferrari Trento as the official champagne provider. The Spa-Francorchamps race, located near France’s Champagne region, embodies a symbolic synergy that deepens the connection between place, tradition, and spectacle. As title sponsor of the Belgian Grand Prix, Moët & Chandon stakes a high-visibility claim within the global motorsport narrative, anchoring itself at one of the sport’s most storied venues.
The partnership arrives as part of a broader $1 billion LVMH deal with Liberty Media, under which Moët & Chandon will be the official champagne house and Louis Vuitton and TAG Heuer assume other category roles within F1’s global marketing framework. It reflects a growing luxury industry strategy of investing in live global experiences to anchor their brands in cultural rituals—notably leveraging digital engagement fueled by the sport’s expanding visibility via platforms like Drive to Survive.
For Moët & Chandon, this move reclaims its cultural legacy within the sport—a tradition dating back to its first F1 podium appearance in 1966—and positions the brand at the center of ceremony and symbolism, while also aligning with LVMH’s vision of cross-category experiential integration. For Formula 1, reinstating authentic champagne on the podium, as opposed to sparkling wine, reinforces the sport’s upscale shift. It resonates with a growing audience demographic, particularly in the U.S. and global luxury-driven markets.
Moët & Chandon’s return as official champagne and title sponsor in Belgium marks more than a branding alignment—it is a cultural restoration. In an era where high-end brands seek authenticity through ceremony and nostalgia, the title sponsor illuminates how the broader LVMH partnership is becoming a strategic pairing of tradition, spectacle, and narrative ownership within the evolving global sports landscape.