Formula 1 ends Mumm partnership

Formula 1 has ended its 15-year partnership with Champagne sponsor Mumm, reportedly after a multi-million euro offer was rejected by the sport’s management.

Mumm has been used during podium celebrations in F1 for 15 years (Photo: Mumm)

The partnership had been in place for 15 years, but Mumm brand owner Pernod Ricard’s reported €5 million sponsorship offer was deemed “insufficient”.

The termination of the sponsorship deal will see the end of podium winners spraying each other from Jeroboams of Mumm Champagne after each Grand Prix.

Instead, Moët et Chandon will be now be presented during the trophy ceremony.

The deal also previously saw Mumm releasing limited edition F1-themed bottles, the latest being in 2014.

However, Mumm looks set to remain as the sponsor of ‘Formula E’, the world’s first all-electric racing series.

Pernod Ricard said in a statement: “We are very proud of our past and have enjoyed 15 years as the official champagne of Formula 1, seeing great success in terms of visibility and awareness.

“In our mission to continually innovate, excite and push the boundaries, we have chosen to explore a new opportunity – Formula E, electric motor racing (which is being managed by the FIA, Formula 1 managing body) – as it is truly ground breaking, has a strong fit with our brand values and is a natural evolution in motor racing.”