Integrated Annual Report FY25

Chivas Regal

Sport inspires passion and presents unique opportunities for emotional connections through brand collaborations. Chivas Regal is capturing these opportunities with a series of partnerships to reinforce the brand’s relevance in today’s competitive spirits market. The landmark collaborations with Scuderia Ferrari HP Formula 1 driver Charles Leclerc and Arsenal Football Club announce a new era in sports culture for the brand.

Fast-lane collaborations

Chivas Regal is now “Team Partner” of Scuderia Ferrari HP. The global multi-year partnership brings together two iconic heritage brands with a shared legacy of craft, innovation and luxury. Igniting the passions of Scuderia Ferrari HP fans, the Tifosi, the partnership stands to expand brand visibility among an ever-growing global audience. Throughout the partnership, Chivas Regal will shine a light on life off-track, with a focus on telling the untold stories of teamwork that are critical to success.

Building on the brand’s partnership with Scuderia Ferrari HP, Chivas Regal announced leading Formula 1 driver, Charles Leclerc as its Global Brand Ambassador in a multi-year partnership. The eight-time Grand Prix winner teams up with Chivas Regal to celebrate a shared ethos of collective success and determination, encouraging fans to forge their own paths in redefining personal success.

Another first in football

From Formula 1 to football, Chivas Regal expanded its iconic collaborations with sporting institutions by becoming Arsenal Football Club’s first Official Whisky Partner. The multi-year partnership emphasises Chivas Regal’s commitment to championing community, progressing culture, and celebrating collective success. The partnership takes supporters off pitch and behind the scenes through exclusive content and global live experiences featuring men’s and women’s first team players, celebrity supporters, creators, and club legends.