In 2025, the role of the Formula 1 driver extends far beyond the racetrack. No longer just elite athletes, they are global icons, seamlessly blending sport and lifestyle at the crosssections of culture.
Whether it’s TAG Heuer’s huge partnership with Red Bull and its all-conquering driver Max Verstappen, or Adidas teaming up to fill a Lewis Hamilton-shaped hole in Mercedes’ wardrobe department, today’s drivers are more than just competitors; they are ambassadors of modern luxury.
Now, Ferrari’s Charles Leclerc is adding his own distinctive mark, teaming up with Chivas Regal in a multiyear partnership that celebrates his passions both on and off the track.
Charles Leclerc Joins Chivas Regal as Global Brand Ambassador
Heading into the Australian Grand Prix in Melbourne, there is plenty of chatter regarding Ferrari’s new-look driver line-up for 2025. Lewis Hamilton, the sport’s most decorated driver, has made the switch to the Scuderia in search of his eighth World Championship title, joining one of Formula 1’s most exciting talents, Charles Leclerc.
But as Leclerc gears up for another high-stakes season on the track, he’s also making moves off it; announcing a new multiyear partnership with Chivas Regal as the luxury Scotch whisky brand’s Global Brand Ambassador.
The partnership focuses on celebrating personal achievements and embracing passions beyond the racetrack, with the first spotlight falling on Leclerc’s deep connection to music. A self-taught pianist and composer, the Monegasque star has spent years sharing his love of music with fans, even releasing his own compositions.
“The 88 notes of the piano draw perfect parallels with the 85 flavour notes of our iconic Chivas 18 Year Old expression, showing how both music and whisky blend passion with precision. We’re excited to bring fans on the journey to celebrate our wins together – the ethos that lies at the heart of Chivas Regal,” Nick Blacknell, Global Marketing Director for Chivas Regal, said.
The precision and dedication required to master the piano, much like the meticulous craft behind blending a world-class whisky, or the perfect ensemble behind a championship-winning Formula 1 team, make this a natural pairing between Leclerc and Chivas Regal.
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