Chivas Regal onboards Charles Leclerc as global ambassador

The Formula 1 driver Charles Leclerc will be the whiskey brand’s ambassador in a multiyear partnership

by e4m Staff
Published: Mar 3, 2025 3:39 PM | 2 min read

Luxury Scotch whisky, Chivas Regal, has announced Formula 1 driver Charles Leclerc as its Global Brand Ambassador in a multiyear partnership, highlighting the brand’s growing influence in modern sports culture.

Throughout the collaboration, Chivas Regal and Charles will encourage fans to forge their own paths in redefining success. The partnership will celebrate the achievement of personal goals and creativity along the way, exploring Charles’ passion points off the racetrack, with the first being music.

Nick Blacknell, Global Marketing Director, for Chivas Regal, at Chivas Brothers says: “It’s no secret Charles has had incredible success in his life, but it is his tenacious spirit, commitment to excellence and off-track passions that inspired this partnership. The 88 notes of the piano draw perfect parallels with the 85 flavour notes of our iconic Chivas 18 Year Old expression, showing how both music and whisky blend passion with precision. We’re excited to bring fans on the journey to celebrate our wins together – the ethos that lies at the heart of Chivas Regal.”

Charles Leclerc, Global Brand Ambassador at Chivas Regal, adds: “Success is about blending all the right notes - on and off the track. My craft demands time, precision, and dedication, but what truly drives me is the journey, my passions, and the moments shared along the way. Chivas Regal embodies this same ethos, encouraging people to find their own rhythm and celebrate every win, big or small. I’m excited to redefine success together and share this experience with fans through our partnership.”