Chivas Regal spotlights Ferrari pit crew in latest F1 collaboration
Chivas Regal has launched a film celebrating Scuderia Ferrari HP’s pit crew, highlighting teamwork as drinks brands deepen their ties with Formula 1.
A tribute to teamwork
The film, A Tribute to the Scuderia Ferrari HP Pit Crew, premiered during the Italian Grand Prix in Monza. Written by spoken word artist George the Poet and voiced by Lewis Hamilton and Charles Leclerc, the piece shines a light on the behind-the-scenes work of Ferrari’s crew, whose precision can decide the outcome of a race.
Fred Vasseur, team principal at Scuderia Ferrari HP, welcomed the move: “Formula 1 is a team sport in every sense, and our results come from the dedication of everyone at Scuderia Ferrari HP. It’s great to have a partner like Chivas Regal, who highlights this collective spirit and recognises the incredible work done away from the spotlight.”
Nick Blacknell, global marketing director for Chivas Regal, explained the brand’s decision to focus on the pit crew rather than the glamour of the grid. “In a Scuderia Ferrari HP pit stop, every lap requires teamwork both on and off the track — yet attention often falls solely on the drivers. With A Tribute to the Scuderia Ferrari HP Pit Crew, Chivas Regal celebrates the passion, determination, and teamwork of the crew behind the scenes, sharing their untold stories through exclusive content and live experiences.”
The choreographed sequences were shot at Ferrari’s Maranello HQ, directed by Daniel Sannwald and choreographed by Sadek Berrabah.
F1 and drinks: a growing alliance
Chivas Regal’s partnership with Ferrari is part of a broader surge in drinks brands moving into Formula 1. LVMH has strengthened its presence in the sport this year through a Belvedere vodka partnership, while Glenfiddich became the official whisky partner of the Aston Martin team.
Blacknell pointed to shared values as key to Chivas Regal’s approach. “Our partnership with Scuderia Ferrari HP is rooted in shared values and a mutual commitment to excellence and craftsmanship. The Scuderia Ferrari HP pit crew embody the values at the heart of Chivas Regal’s I Rise, We Rise ethos – proving that success is built collectively, not alone. By shining a light on these unsung heroes, the campaign reflects the shared belief of Chivas Regal and Scuderia Ferrari HP that success is forged through passion and teamwork.”
Partner Content
These tie-ups are no longer confined to champagne on the podium but now span spirits and luxury lifestyle brands. They reflect Formula 1’s ability to provide a global stage for drinks companies to showcase values such as craftsmanship, precision, and performance.
For whisky, the alignment goes further. Chivas Regal’s focus on the pit crew echoes Glenfiddich’s positioning with Aston Martin, both highlighting teamwork, innovation and heritage to connect with new audiences. Meanwhile, LVMH’s Belvedere play taps into the sport’s glamour and its reach among Gen Z consumers.
Targeting new generations
As Chivas Brothers noted earlier this year, Formula 1 offers access to younger drinkers who increasingly engage with brands through lifestyle-led partnerships rather than traditional advertising. With F1’s popularity expanding in the US and Asia, spirits companies see the sport as a platform to balance heritage with modern cultural relevance.
At the same time, these partnerships arrive as the drinks industry faces shifting consumer attitudes around moderation and wellness. By emphasising teamwork and shared success rather than consumption itself, Chivas Regal’s latest campaign steers the message towards values rather than product.
Beyond Formula 1
Blacknell stressed that Formula 1 is only part of Chivas Regal’s sporting strategy: “Chivas Regal has a long-standing association with global sports culture. We’ve recently celebrated one year of our partnership with Arsenal Football Club, and we’re continuing to build on that momentum, as well as our ongoing collaboration as Team Partner of the Scuderia Ferrari HP Formula 1 team. Both relationships have opened up some brilliant opportunities to bring Chivas Regal into the heart of modern sports culture and we’re looking forward to seeing that relationship develop further in the future – watch this space!”
Global reach
Chivas Regal sells more than 4.5 million 9L cases annually across 100 markets, with a retail sales value exceeding €2bn. Its association with Ferrari builds on other sporting partnerships, including Arsenal FC.
For Formula 1, the growing roster of drinks partners provides both commercial strength and cultural positioning, helping the sport balance its tradition with the lifestyle narratives demanded by a new generation of fans.
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