Moët & Chandon extends Formula 1 partnership with Belgian Grand Prix showcase

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Moët & Chandon reinforced its long-running association with Formula 1 at the FORMULA 1 MOËT & CHANDON BELGIAN GRAND PRIX 2026, using the race weekend to deepen its brand presence through title sponsorship, premium hospitality and the sport’s iconic podium champagne celebration.

The Belgian Grand Prix marked the champagne house’s second consecutive year as title sponsor under Formula 1’s 10-year global partnership with luxury goods giant LVMH, highlighting the growing role of luxury brands in monetising the sport’s expanding global audience.

Race winners Kimi Antonelli, Charles Leclerc and Max Verstappen concluded the weekend with the traditional podium champagne celebration, a ritual that has become one of Formula 1’s most recognisable brand moments.

"At Spa-Francorchamps, victory has a special intensity for the drivers, the teams and the fans who share it," said Sibylle Scherer, President and Chief Executive Officer of Moët & Chandon.

“Our role is to create celebrations that honour the performance, teamwork and emotion behind every victory.”

The Belgian Grand Prix at Spa-Francorchamps occupies a unique place in Formula 1 history, having been part of the FIA World Championship since its inaugural season in 1950. Its proximity to France’s Champagne region has helped cement Moët & Chandon’s decades-long relationship with the sport.

The partnership dates back to the 1950s when Formula 1 champions, including Juan Manuel Fangio, visited the champagne house following major victories. In 1950, Count Frédéric Chandon de Briailles presented a bottle of champagne to the winner of the Reims Grand Prix, helping establish what has since evolved into Formula 1’s signature podium celebration.

As part of this year’s race weekend, Moët & Chandon also revived the Silver Jeroboam Trophy, inspired by the silver champagne bottles awarded to Formula 1 winners during the 1996 and 1997 seasons.

The contemporary version of the trophy was unveiled from a restored 1971 Mercedes-Benz 600 Pullman, a historic vehicle previously used by the champagne house to host distinguished guests, including former Formula 1 champions and executives.

The event also marked the debut of The Out Lap, a hospitality experience jointly developed by Formula 1 and Moët Hennessy to showcase luxury experiences alongside motorsport.

The programme took 12 guests on a dining journey around the Spa-Francorchamps circuit, stopping at famous corners including Raidillon, Eau Rouge, Pouhon and La Source. Former Formula 1 drivers shared insights about each section of the track, while Moët & Chandon Chef de Cave Benoît Gouez led champagne tastings paired with a menu created by Michelin-starred chef Yannick Alléno.

Guests sampled Brut Impérial, Grand Vintage 2016 and Grand Vintage Collection 1996 alongside dishes including langoustine, wagyu beef and foie gras.

Mr Gouez said the experience was designed to combine the precision of motorsport with the craftsmanship of champagne, while Chef Alléno noted that Formula 1 and fine dining share common values of precision, teamwork and innovation.

The Belgian Grand Prix concluded with Moët & Chandon once again taking centre stage on the Formula 1 podium, underscoring a partnership spanning more than seven decades as the luxury brand seeks to strengthen its position within one of the world’s fastest-growing sports entertainment properties.