F1 makes huge change to podium celebrations after ‘CEO strikes £750m deal’
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Formula 1 is set to bring back champagne to its iconic podium celebrations in 2025, marking a significant change after a few years of using sparkling wine for post-race celebrations. This change is part of a massive £750 million partnership between Formula 1 and luxury conglomerate LVMH Moët Hennessy Louis Vuitton, announced by F1 CEO Stefano Domenicali. The deal aligns the sport’s growing global appeal with LVMH’s emphasis on luxury and craftsmanship, promising to enhance the fan experience through both sport and lifestyle elements.
The podium tradition of champagne spraying dates back to the 1950s but was replaced in 2021 when F1 entered a partnership with Ferrari Trento, an Italian sparkling wine brand. The return of champagne symbolizes both a nod to F1’s heritage and the pursuit of luxury, reflecting its growing popularity as a premium global sport. However, the non-alcoholic rosewater podium tradition will continue at races held in the Middle East, respecting local customs
This partnership also signifies broader shifts in Formula 1’s marketing strategy, which aims to align the sport with premium global brands and attract diverse audiences across the world. As F1 continues to expand its footprint, deals like this not only bring financial benefits but also elevate its image as a luxury experience
