{"id":240459,"date":"2023-07-11T10:03:22","date_gmt":"2023-07-11T08:03:22","guid":{"rendered":"https:\/\/rtrsports.com\/champagne-parrainage-en-formule-1-histoire-et-importance\/"},"modified":"2026-10-05T15:45:37","modified_gmt":"2026-10-05T13:45:37","slug":"champagne-parrainage-en-formule-1-histoire-et-importance","status":"publish","type":"post","link":"https:\/\/rtrsports.com\/fr\/blog\/champagne-sponsorship-in-formula-1-histoire-et-importance\/","title":{"rendered":"Le champagne en Formule 1 : histoire, fournisseurs et valeur pour les sponsors"},"content":{"rendered":"<p><strong>Le champagne officiel de la Formule 1 est, depuis 2025, Mo\u00ebt &amp; Chandon : la marque est revenue sur le podium avec un accord de dix ans entre la F1 et LVMH annonc\u00e9 le 5 f\u00e9vrier 2025, \u00e0 la place de Ferrari Trento (2021-2024). Le toast du podium en F1 remonte \u00e0 1950, quand Mo\u00ebt offrit une bouteille \u00e0 Juan Manuel Fangio ; l&#8217;arrosage, lui, est n\u00e9 aux 24 Heures du Mans 1967 avec Dan Gurney.<\/strong><\/p>\n<p><em>Mis \u00e0 jour en octobre 2026.<\/em><\/p>\n<p>S&#8217;il fallait distiller la victoire en un seul geste, ce serait probablement secouer une bouteille et en arroser les m\u00e9caniciens. C&#8217;est un rituel qui semble spontan\u00e9, et il l&#8217;a \u00e9t\u00e9 en partie, mais c&#8217;est aujourd&#8217;hui aussi l&#8217;un des moments de marque les plus pr\u00e9cieux du sport : il arrive au sommet de l&#8217;\u00e9motion, devant un public mondial, \u00e0 l&#8217;instant m\u00eame o\u00f9 un pilote soul\u00e8ve le troph\u00e9e. Vous trouverez ici d&#8217;o\u00f9 il vient, qui l&#8217;a fourni au fil des ans, pourquoi il vaut quelque chose pour un sponsor et ce qui se passe dans d&#8217;autres sports.<\/p>\n<h2>Quel champagne sur le podium de F1 aujourd&#8217;hui<\/h2>\n<p>Depuis 2025, c&#8217;est Mo\u00ebt &amp; Chandon. Les trois premiers et l&#8217;\u00e9quipe gagnante f\u00eatent avec ses bouteilles, et la marque a aussi \u00e9t\u00e9 partenaire titre du Grand Prix de Belgique 2025. Avec le retour de Mo\u00ebt, la F1 a clos l&#8217;\u00e9pisode Ferrari Trento, un vin mousseux italien (pas un champagne) arriv\u00e9 en 2021, apr\u00e8s Carbon et un bref retour de Mo\u00ebt pendant la pand\u00e9mie. La succession des fournisseurs, selon les reconstitutions :<\/p>\n<ul>\n<li><strong>d\u00e8s 1950 :<\/strong> Mo\u00ebt &amp; Chandon, avec la premi\u00e8re bouteille offerte \u00e0 Fangio au Grand Prix de France \u00e0 Reims ;<\/li>\n<li><strong>2000-2015 :<\/strong> G.H. Mumm ;<\/li>\n<li><strong>2016-2017 :<\/strong> Chandon, la version argentine de la maison, pour quelques Grands Prix ;<\/li>\n<li><strong>2017-2019 :<\/strong> Champagne Carbon ;<\/li>\n<li><strong>2020 :<\/strong> Mo\u00ebt &amp; Chandon, pour un bref retour ;<\/li>\n<li><strong>2021-2024 :<\/strong> Ferrari Trento ;<\/li>\n<li><strong>d\u00e8s 2025 :<\/strong> Mo\u00ebt &amp; Chandon.<\/li>\n<\/ul>\n<p>Les sources ne concordent pas sur les ann\u00e9es exactes du premier contrat de Mo\u00ebt (certaines indiquent 1966, d&#8217;autres 1950-1999) : l&#8217;essentiel est que, pendant des d\u00e9cennies, le toast de la F1 fut le sien.<\/p>\n<h2>Comment est n\u00e9 l&#8217;arrosage<\/h2>\n<p>En 1950, apr\u00e8s le Grand Prix de France \u00e0 Reims-Gueux, Mo\u00ebt &amp; Chandon offrit une bouteille \u00e0 Fangio : c&#8217;est de l\u00e0 que vient le toast du podium. L&#8217;arrosage est venu plus tard et presque par hasard. En 1966, au Mans, le bouchon d&#8217;une bouteille sauta tout seul ; en 1967, Dan Gurney, vainqueur avec A.J. Foyt sur Ford GT40, secoua la bouteille de Mo\u00ebt et en arrosa Henry Ford II, Carroll Shelby et quiconque se trouvait autour de lui. Il l&#8217;a racont\u00e9 lui-m\u00eame : un geste spontan\u00e9, sans id\u00e9e de fonder une tradition.<\/p>\n<h2>Pourquoi cela vaut quelque chose pour un sponsor<\/h2>\n<p>Le champagne sur le podium est un cas d&#8217;\u00e9cole de placement de marque : le produit appara\u00eet au moment d&#8217;\u00e9motion maximale, dans la main du vainqueur, et la sc\u00e8ne est film\u00e9e et partag\u00e9e dans le monde entier. Pour une maison de luxe, la valeur tient \u00e0 l&#8217;association entre la victoire et le toast : la marque ne se contente pas d&#8217;\u00eatre \u00e0 c\u00f4t\u00e9 de l&#8217;\u00e9motion, elle la rend reconnaissable. Avec LVMH, de plus, l&#8217;accord ne concerne pas que le podium : le m\u00eame partenariat de dix ans a conduit Mo\u00ebt &amp; Chandon \u00e0 lier son nom \u00e0 tout un Grand Prix.<\/p>\n<p>Qui veut comprendre comment un groupe de luxe entre en F1 peut lire l&#8217;histoire du <a href=\"https:\/\/rtrsports.com\/fr\/blog\/le-parrainage-de-louis-vuitton-en-formule-1-un-moment-historique\/\">sponsoring de Louis Vuitton en Formule 1<\/a>, qui appartient au m\u00eame univers de marque.<\/p>\n<h2>Autres sports, autres rituels<\/h2>\n<p>Chaque sport a le sien. \u00c0 l&#8217;Indy 500, le vainqueur boit du lait : la tradition remonte \u00e0 1936, quand Louis Meyer, apr\u00e8s sa troisi\u00e8me victoire, demanda du babeurre et qu&#8217;un dirigeant de la Milk Foundation vit la photo dans le journal. Au football am\u00e9ricain, la douche de Gatorade na\u00eet en 1984, quand Jim Burt, des New York Giants, renversa une glaci\u00e8re sur son entra\u00eeneur Bill Parcells. En MotoGP, le podium se f\u00eate au Prosecco : le Consorzio Prosecco DOC est fournisseur officiel des c\u00e9l\u00e9brations depuis 2019. Les boissons changent, le m\u00e9canisme demeure : un geste collectif et reconnaissable que la marque peut faire sien.<\/p>\n<h2>La limite : alcool et march\u00e9s<\/h2>\n<p>Le rituel a une limite. Aux Grands Prix des pays o\u00f9 l&#8217;alcool est interdit (Arabie saoudite, Bahre\u00efn, Qatar, \u00c9mirats), la F1 remplace le champagne par une boisson sans alcool. Pour qui sponsorise, le sujet n&#8217;est pas marginal : la pr\u00e9sence de boissons alcoolis\u00e9es dans le sport automobile a une histoire de r\u00e8gles et de d\u00e9bats que nous racontons dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/alcohol-advertising-in-f1-between-sports-marketing-and-ethics\/\">publicit\u00e9 pour l&#8217;alcool en F1 : entre sport, marketing et \u00e9thique<\/a> et dans <a href=\"https:\/\/rtrsports.com\/fr\/blog\/alcohol-motor-sports-sponsorships\/\">Drink and Drive : pourquoi tant de marques d&#8217;alcool sponsorisent le sport automobile<\/a>. Si vous envisagez d&#8217;entrer en F1, les seuils de budget figurent dans le guide du <a href=\"https:\/\/rtrsports.com\/fr\/blog\/cost-formula-1-sponsorships\/\">co\u00fbt du sponsoring en Formule 1<\/a>.<\/p>\n<div class=\"new-blog-inline-cta\"><\/p><div><strong>Envie d&#8217;amener votre marque en Formule 1 ?<\/strong><br \/>RTR Sports Marketing construit des sponsorings dans le sport automobile depuis 1995.<\/div><p><a href=\"https:\/\/rtrsports.com\/fr\/formule-1-parrainage\/\" class=\"btn\" style=\"white-space: nowrap; margin: 10px;\">Sponsoring Formule 1<\/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 redevient champagne officiel<\/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, comment l&#8217;arrosage est devenu une 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 et la 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, le retour de 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 et le premier arrosage<\/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 Heures du Mans, la tradition de l&#8217;arrosage<\/a> ; <a href=\"https:\/\/www.motogp.com\/ja\/news\/2019\/02\/07\/150934\" target=\"_blank\" rel=\"nofollow noopener\">MotoGP.com, Prosecco DOC et 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, le lait \u00e0 l&#8217;Indy 500<\/a> ; <a href=\"https:\/\/en.wikipedia.org\/wiki\/Gatorade_shower\" target=\"_blank\" rel=\"nofollow noopener\">Wikipedia, la douche de Gatorade<\/a>.<\/p>\n    <div itemscope itemtype=\"https:\/\/schema.org\/FAQPage\" class=\"faq-schema-wrapper question-list-wrap\">\r\n\r\n                    <h2><b>Questions fr\u00e9quentes<\/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>Quel champagne la Formule 1 utilise-t-elle sur le 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>\nDepuis 2025, Mo\u00ebt &amp; Chandon, champagne officiel de la F1 avec un accord de dix ans entre la F1 et LVMH. De 2021 \u00e0 2024, le fournisseur \u00e9tait 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>Qui a commenc\u00e9 \u00e0 arroser de champagne sur le 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, aux 24 Heures du Mans 1967, apr\u00e8s sa victoire avec A.J. Foyt sur Ford GT40. Le toast sur le podium de F1 remonte \u00e0 1950, avec une bouteille de Mo\u00ebt offerte \u00e0 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>Pourquoi n&#039;arrose-t-on pas de champagne \u00e0 certains 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>\nDans les pays o\u00f9 l&#8217;alcool est interdit, comme l&#8217;Arabie saoudite, Bahre\u00efn, le Qatar et les \u00c9mirats, la F1 utilise une boisson sans alcool.<\/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>Que boit-on sur le podium de la MotoGP ?<\/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>\nDu Prosecco : le Consorzio Prosecco DOC est fournisseur officiel des c\u00e9l\u00e9brations sur le podium depuis 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>Pourquoi le champagne sur le podium est-il un bon investissement pour une marque ?<\/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>\nParce que le produit appara\u00eet au moment d&#8217;\u00e9motion maximale, dans la main du vainqueur, devant un public mondial : l&#8217;association entre victoire et marque est imm\u00e9diate.<\/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>Le champagne officiel de la Formule 1 est, depuis 2025, Mo\u00ebt &amp; Chandon : la marque est revenue sur le podium avec un accord de dix ans entre la F1 et LVMH annonc\u00e9 le 5 f\u00e9vrier 2025, \u00e0 la place de Ferrari Trento (2021-2024). Le toast du podium en F1 remonte \u00e0 1950, quand Mo\u00ebt [&hellip;]<\/p>\n","protected":false},"author":17,"featured_media":194861,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[20137],"tags":[],"class_list":["post-240459","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-formule-1-fr"],"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>Champagne F1 : histoire, fournisseurs et valeur sponsor<\/title>\n<meta name=\"description\" content=\"Quel champagne la F1 utilise-t-elle sur le podium ? Mo\u00ebt &amp; Chandon depuis 2025. Histoire du rituel (Gurney 1967), fournisseurs depuis 1950, valeur sponsor.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rtrsports.com\/fr\/blog\/champagne-sponsorship-in-formula-1-histoire-et-importance\/\" \/>\n<meta property=\"og:locale\" content=\"fr_FR\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Le champagne en Formule 1 : histoire, fournisseurs et valeur pour les sponsors\" \/>\n<meta property=\"og:description\" content=\"Quel champagne la F1 utilise-t-elle sur le podium ? Mo\u00ebt &amp; Chandon depuis 2025. 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