{"id":240446,"date":"2023-07-11T10:03:22","date_gmt":"2023-07-11T08:03:22","guid":{"rendered":"https:\/\/rtrsports.com\/champagne-sponsorship-in-formula-1-history-and-importance\/"},"modified":"2026-10-05T15:45:17","modified_gmt":"2026-10-05T13:45:17","slug":"champagne-sponsorship-in-formula-1-history-and-importance","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/en\/blog\/champagne-sponsorship-in-formula-1-history-and-importance\/","title":{"rendered":"F1 champagne: history, suppliers and sponsor value"},"content":{"rendered":"<p><strong>Formula 1&#8217;s official champagne is, since 2025, Mo\u00ebt &amp; Chandon: the brand returned to the podium with a ten-year agreement between F1 and LVMH announced on 5 February 2025, replacing Ferrari Trento (2021-2024). The podium toast in F1 dates from 1950, when Mo\u00ebt gave a bottle to Juan Manuel Fangio; the spraying, on the other hand, was born at the 1967 24 Hours of Le Mans with Dan Gurney.<\/strong><\/p>\n<p><em>Updated in October 2026.<\/em><\/p>\n<p>If you had to distil victory into a single gesture, it would probably be shaking a bottle and spraying it over the mechanics. It is a ritual that looks spontaneous, and in part it was, but today it is also one of the most valuable brand moments in sport: it comes at the peak of the emotion, in front of a global audience, at the very instant a driver lifts the trophy. Here you will find where it comes from, who has supplied it over the years, why it is worth something to a sponsor and what happens in other sports.<\/p>\n<h2>What champagne is used on the F1 podium today<\/h2>\n<p>Since 2025 it has been Mo\u00ebt &amp; Chandon. The top three finishers and the winning team celebrate with its bottles, and the brand was also title partner of the 2025 Belgian Grand Prix. With Mo\u00ebt&#8217;s return, F1 closed the Ferrari Trento chapter, an Italian sparkling wine (not a champagne) that arrived in 2021, after Carbon and a brief return of Mo\u00ebt during the pandemic. The succession of suppliers, according to the accounts:<\/p>\n<ul>\n<li><strong>from 1950:<\/strong> Mo\u00ebt &amp; Chandon, with the first bottle to Fangio at the French Grand Prix at Reims;<\/li>\n<li><strong>2000-2015:<\/strong> G.H. Mumm;<\/li>\n<li><strong>2016-2017:<\/strong> Chandon, the Argentine version of the house, for a few Grands Prix;<\/li>\n<li><strong>2017-2019:<\/strong> Champagne Carbon;<\/li>\n<li><strong>2020:<\/strong> Mo\u00ebt &amp; Chandon, for a brief return;<\/li>\n<li><strong>2021-2024:<\/strong> Ferrari Trento;<\/li>\n<li><strong>from 2025:<\/strong> Mo\u00ebt &amp; Chandon.<\/li>\n<\/ul>\n<p>The sources do not agree on the exact years of Mo\u00ebt&#8217;s first contract (some give 1966, some 1950-1999): the substance is that for decades the F1 toast was theirs.<\/p>\n<h2>How the spraying began<\/h2>\n<p>In 1950, after the French Grand Prix at Reims-Gueux, Mo\u00ebt &amp; Chandon offered a bottle to Fangio: that is where the podium toast comes from. The spraying came later and almost by accident. In 1966, at Le Mans, the cork of a bottle popped by itself; in 1967 Dan Gurney, who had won with A.J. Foyt in a Ford GT40, shook the bottle of Mo\u00ebt and sprayed it over Henry Ford II, Carroll Shelby and anyone around him. He told it himself: it was a spontaneous gesture, with no idea of founding a tradition.<\/p>\n<h2>Why it is worth something to a sponsor<\/h2>\n<p>Champagne on the podium is a textbook case of brand placement: the product appears at the moment of maximum emotion, in the winner&#8217;s hand, and the scene is filmed and shared around the world. For a luxury house the value lies in the association between victory and the toast: the brand does not merely stand next to the emotion, it makes it recognisable. With LVMH, moreover, the agreement is not only about the podium: the same ten-year partnership led Mo\u00ebt &amp; Chandon to tie its name to an entire Grand Prix.<\/p>\n<p>Anyone who wants to understand how a luxury group enters F1 can read the story of <a href=\"https:\/\/rtrsports.com\/en\/blog\/louis-vuitton-formula-1\/\">Louis Vuitton&#8217;s sponsorship in Formula 1<\/a>, which belongs to the same brand universe.<\/p>\n<h2>Other sports, other rituals<\/h2>\n<p>Every sport has its own. At the Indianapolis 500 the winner drinks milk: the tradition goes back to 1936, when Louis Meyer, after his third win, asked for buttermilk and a Milk Foundation executive saw the photo in the newspaper. In American football the Gatorade shower dates from 1984, when Jim Burt of the New York Giants tipped a cooler over his coach Bill Parcells. In MotoGP the podium is celebrated with Prosecco: the Prosecco DOC Consortium has been official supplier of the celebrations since 2019. The drinks change, the mechanism stays: a collective, recognisable gesture that the brand can make its own.<\/p>\n<h2>The limit: alcohol and markets<\/h2>\n<p>The ritual has a boundary. At Grands Prix in countries where alcohol is banned (Saudi Arabia, Bahrain, Qatar, the Emirates) F1 replaces champagne with a non-alcoholic drink. For a sponsor, the subject is not marginal: the presence of alcoholic drinks in motorsport has a history of rules and debate that we tell in <a href=\"https:\/\/rtrsports.com\/en\/blog\/alcohol-advertising-in-f1-between-sports-marketing-and-ethics\/\">alcohol advertising in F1: between sport, marketing and ethics<\/a> and in <a href=\"https:\/\/rtrsports.com\/en\/blog\/alcohol-motor-sports-sponsorships\/\">Drink and Drive: why so many alcohol brands sponsor motorsport<\/a>. If you are considering entering F1, the budget thresholds are in the guide to the <a href=\"https:\/\/rtrsports.com\/en\/blog\/cost-formula-1-sponsorships\/\">cost of Formula 1 sponsorship<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Want to take your brand to Formula 1?<\/strong><br \/>RTR Sports Marketing has been building motorsport sponsorships since 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/en\/formula-1-sponsorship\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Formula 1 sponsorship<\/a><br \/><\/div>\n<p><strong>Sources<\/strong>: <a href=\"https:\/\/www.formula1.com\/en\/latest\/article\/moet-and-chandon-returns-as-the-official-champagne-of-formula-1.5ys8u5lq4Z6eXQRPtCaa5g\" target=\"_blank\" rel=\"nofollow noopener\">Formula 1, Mo\u00ebt &amp; Chandon returns as official champagne<\/a>; <a href=\"https:\/\/www.autosport.com\/f1\/news\/-how-spraying-champagne-became-a-tradition-on-the-f1-podium\/10646556\/\" target=\"_blank\" rel=\"nofollow noopener\">Autosport, how spraying became a tradition<\/a>; <a href=\"https:\/\/www.thegentlemansjournal.com\/article\/moet-chandon-formula-one-f1-podium-champagne\/\" target=\"_blank\" rel=\"nofollow noopener\">The Gentleman&#8217;s Journal, Mo\u00ebt &amp; Chandon and F1<\/a>; <a href=\"https:\/\/www.falstaff.com\/en\/news\/moet-chandon-returns-as-the-official-champagne-of-formula-1\" target=\"_blank\" rel=\"nofollow noopener\">Falstaff, the return of Mo\u00ebt &amp; Chandon<\/a>; <a href=\"https:\/\/www.motorsportmagazine.com\/archive\/article\/january-2015\/106\/throwing-bubbles\/\" target=\"_blank\" rel=\"nofollow noopener\">Motor Sport Magazine, Gurney and the first spray<\/a>; <a href=\"https:\/\/24h-lemans.com\/en\/news\/24-hours-stories-dan-gurney-starts-podium-champagne-spray-tradition-55835\" target=\"_blank\" rel=\"nofollow noopener\">24 Hours of Le Mans, the spraying tradition<\/a>; <a href=\"https:\/\/www.motogp.com\/ja\/news\/2019\/02\/07\/150934\" target=\"_blank\" rel=\"nofollow noopener\">MotoGP.com, Prosecco DOC and MotoGP<\/a>; <a href=\"https:\/\/www.nbcwashington.com\/news\/sports\/indy-500-winner-drink-milk-tradition-history-meaning\/\" target=\"_blank\" rel=\"nofollow noopener\">NBC Washington, milk at the Indy 500<\/a>; <a href=\"https:\/\/en.wikipedia.org\/wiki\/Gatorade_shower\" target=\"_blank\" rel=\"nofollow noopener\">Wikipedia, the Gatorade shower<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Frequently asked questions<\/b><\/h2>\r\n        \r\n        <\/p>\n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What champagne does Formula 1 use on the podium?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nSince 2025 Mo\u00ebt &amp; Chandon, F1&#8217;s official champagne under a ten-year agreement between F1 and LVMH. From 2021 to 2024 the supplier was Ferrari Trento.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Who started spraying champagne on the podium?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nDan Gurney, at the 1967 24 Hours of Le Mans, after winning with A.J. Foyt in a Ford GT40. The F1 podium toast goes back to 1950, with a bottle of Mo\u00ebt offered to Fangio.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Why is champagne not sprayed at some Grands Prix?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nIn countries where alcohol is banned, such as Saudi Arabia, Bahrain, Qatar and the Emirates, F1 uses a non-alcoholic drink.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>What do they drink on the MotoGP podium?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nProsecco: the Prosecco DOC Consortium has been official supplier of the podium celebrations since 2019.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n    <div itemscope itemprop=\"mainEntity\" itemtype=\"https:\/\/schema.org\/Question\" class=\"faq-item question-list-row\">\r\n\r\n        <h3 class=\"h5\" itemprop=\"name\">\r\n            <b>Why is champagne on the podium a good investment for a brand?<\/b>\r\n        <\/h3>\r\n\r\n        <div itemscope itemprop=\"acceptedAnswer\" itemtype=\"https:\/\/schema.org\/Answer\">\r\n            <div itemprop=\"text\" class=\"question-answer\">\r\n                <p>\nBecause the product appears at the moment of maximum emotion, in the winner&#8217;s hand, in front of a global audience: the association between victory and brand is immediate.<\/p>\n            <\/div>\r\n        <\/div>\r\n\r\n    <\/div>\r\n    \n<p>\r\n    <\/div>\r\n    \n","protected":false},"excerpt":{"rendered":"<p>Formula 1&#8217;s official champagne is, since 2025, Mo\u00ebt &amp; Chandon: the brand returned to the podium with a ten-year agreement between F1 and LVMH announced on 5 February 2025, replacing Ferrari Trento (2021-2024). The podium toast in F1 dates from 1950, when Mo\u00ebt gave a bottle to Juan Manuel Fangio; the spraying, on the other [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":159524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20123],"tags":[],"class_list":["post-240446","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formula-1-en"],"acf":[],"contentshake_article_id":"","yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v26.8 (Yoast SEO v28.7) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>F1 Champagne: History, Suppliers and Sponsor Value<\/title>\n<meta name=\"description\" content=\"What champagne does F1 use on the podium? Mo\u00ebt &amp; Chandon since 2025. 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