Chivas Regal signs Leclerc as sports presence grows

French Formula 1 driver Charles Leclerc has been announced as a global brand ambassador to Chivas Regal in a multi-year agreement.

The agreement builds on the blended Scotch whisky brand’s recent expansion into sports sponsorship, following a multi-year partnership with Premier League football club Arsenal and its collaboration with Leclerc’s team, Scuderia Ferrari HP.

As part of the deal, Leclerc is set to host a one-night-only pop-up piano bar in Melbourne on 11^th March, ahead of the first Grand Prix of the 2024 season. The event, named ‘Leclerc’s,’ will offer VIP guests and fans the opportunity to ‘experience Chivas Regal x Charles Leclerc whisky cocktails in a setting inspired by Leclerc’s interest in music.’

Leclerc has also created a signature serve with Chivas Regal, named the Monaco Spritz, a drink designed as a variation on a classic cocktail.

Nick Blacknell, Global Marketing Director of Chivas Regal at Chivas Brothers, added, “It’s no secret Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence and off-track passions that inspired this partnership.

“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.”