Chivas Regal’s Ferrari Pit Crew Campaign

Celebrating Teamwork on and off the Track

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At the 2025 Italian Grand Prix in Monza, luxury Scotch whisky brand Chivas Regal unveiled a new global campaign that shifts the spotlight from Formula 1 drivers to the unsung heroes of racing – the Scuderia Ferrari HP pit crew. The short film, titled “A Tribute to the Scuderia Ferrari HP Pit Crew,” pays homage to the tenacious crew working behind the scenes and reflects Chivas Regal’s belief that success is built on teamwork. Written by acclaimed spoken-word artist George “The Poet” Mpanga and narrated by Ferrari’s star drivers Lewis Hamilton and Charles Leclerc, the piece showcases the split-second precision of a pit stop and the collective effort that makes racing victories possible. By putting the rarely celebrated pit crew center stage, Chivas is “raising a glass to those who rise, together” under its rallying cry “I Rise, We Rise.”

This high-octane tribute was launched with considerable fanfare. The film premiered during the Italian GP weekend, where Chivas hosted on-ground experiences at Monza to bring the campaign to life. The audience gets an up-close look at a choreographed pit stop routine – a feat of human and mechanical coordination honed over three days of training and filmed at Ferrari’s Maranello headquarters for authenticity. As Ferrari team principal Fred Vasseur noted, “Formula 1 is a team sport in every sense, and our results come from the dedication of everyone at Scuderia Ferrari HP. It’s great to have a partner like Chivas Regal who highlights this collective spirit and recognizes the incredible work done away from the spotlight.” By celebrating the crew that “builds together behind the scenes,” the campaign underscores that every lap – like every great whisky – is a team effort.

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Blending Brand Values into Storytelling

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Chivas Regal’s campaign is more than a typical sports sponsorship – it’s a storytelling-driven branding strategy. Rather than plastering logos or running a standard product ad, Chivas created a narrative that organically ties its brand ethos to the world of Formula 1. The film’s poetic script by George the Poet transforms the pit crew’s physical feat into an emotionally resonant story, drawing a parallel between the “unnatural level of precision” in a flawless pit stop and the craftsmanship in blending whisky.

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“Whether it’s a poem or a pit stop, craftsmanship takes tenacity. That’s exactly what Chivas Regal captured in this tribute,” - George the Poet remarked, highlighting the shared spirit of dedication between the pit team and the whisky makers.

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This approach aligns perfectly with Chivas Regal’s heritage and motto. The brand’s founders, James and John Chivas, built their whisky business in the 19th century on principles of excellence, collaboration, and community. Those values live on in the modern “I Rise, We Rise” mantra – a belief that individual success is strongest when it elevates others. By focusing on Ferrari’s crew, the campaign authentically reflects Chivas’s own story of blended success:

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“True greatness is driven by the hands of many. This campaign embodies our ‘I Rise, We Rise’ ethos and focuses on the people who build together and set the team up for greatness behind the scenes,” - explains Nick Blacknell, Chivas Regal’s Global Marketing Director.

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The collaboration with Ferrari is portrayed not just as a sponsorship, but as a meeting of minds – both organizations prize passion, precision and perseverance in the pursuit of excellence. Crucially, the brand message isn’t forced; instead of a product pitch, viewers are given a compelling story that implicitly associates Chivas with qualities like teamwork and determination.

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Leveraging Partnerships Beyond Logos

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This tribute film marks the latest chapter in Chivas Regal’s partnership with Scuderia Ferrari, and it exemplifies how brands can leverage sponsorships in a creative, people-first way. Rather than centering on star athletes or overt branding, Chivas chose to champion the support crew, delivering a fresh narrative that stands out in the world of sports marketing. The whiskey industry as a whole has been increasingly turning to sports tie-ins to engage younger, experience-driven consumers. However, Chivas’s focus on the behind-the-scenes heroes — instead of just the celebrity driver or the car — offers a differentiated story that feels more authentic and unexpected. This strategy not only honors the team’s values but also earns goodwill from fans who appreciate seeing credit given where it’s due.

Chivas is weaving itself into sports culture in a way that extends far beyond a logo on a banner. In addition to being a Team Partner of Ferrari’s F1 squad, Chivas Regal recently became the Official Whisky Partner of Arsenal FC in football. These partnerships are part of a broader strategy to rejuvenate the brand’s image and reach new audiences by associating with the passion points of those consumers. By sharing meaningful stories through such collaborations – be it a devoted pit crew or the camaraderie of a football club – the brand taps into emotional engagement that traditional ads might not achieve. Importantly, Chivas also activated the Ferrari partnership on multiple channels: the Tribute to the Pit Crew film was accompanied by a social media content series celebrating the team’s spirit, and a VIP launch event (complete with a pop-up “Regal Club” lounge at Monza) allowed fans and media to toast the pit crew in person‍. This 360-degree activation ensures the campaign isn’t just a one-off video, but a immersive brand experience that reinforces the message across touchpoints.

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Impact and Key Takeaways for Alcohol Brand Marketers

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Chivas Regal’s Ferrari pit crew tribute illustrates how storytelling and authenticity can amplify the impact of brand partnerships. For owners and marketing leaders in the alcohol sector, there are several valuable lessons from this case:

• Align Campaigns with Core Values: Ensure any sponsored content highlights your brand’s ethos. Chivas didn’t just sponsor Ferrari – it created content that mirrored its own “success through teamwork” philosophy, making the message credible and consistent.
• Celebrate the Human Element: Audiences connect with human stories. By shining a light on real people (the pit crew) and their dedication, Chivas elicited an emotional response that a product-focused ad could never achieve. Authentic, people-first narratives build brand trust and memorability.
• Innovate in Creative Collaboration: Think beyond conventional ads. Chivas’s use of a spoken-word artist and F1 champions as narrators turned a promotional film into a piece of entertainment. This kind of creative storytelling can elevate a brand’s image and generate buzz.
• Leverage Partnerships Holistically: Rather than just paying for logo placement, Chivas integrated its brand into the fan experience – from digital films to on-site events. This holistic approach maximizes the partnership’s value and engages consumers on multiple levels, driving home the association between the brand and the experience.
• Measure by Engagement, Not Just Exposure: A campaign like this may not shout about the product, but it fosters engagement and affinity that can translate to long-term brand loyalty. Notably, Chivas Regal has seen a modest uptick in sales even as some sibling Scotch brands have stagnated or declined, suggesting that its focus on rich brand storytelling is resonating with consumers.

In an era where consumers (and search engines alike) reward helpful, people-centered content, Chivas Regal’s partnership with Ferrari offers a blueprint for alcohol brands looking to refresh their marketing playbook. By blending heritage values with modern storytelling and putting people at the heart of the narrative, a legacy brand can stay relevant and inspire its audience. As Chivas Regal invites us to do with this campaign, it’s time to raise a glass to the unsung heroes – and to the power of a great story well told.