Formula 1 Welcomes Whispering Angel as Official Rosé Partner
Formula 1 has expanded its partnership portfolio with the introduction of Whispering Angel as the championship’s official rosé partner. This announcement, part of LVMH’s strategic commitment to the sport, underscores the luxury conglomerate’s ongoing investment in Formula 1, which has already included deals with Moët & Chandon and Belvedere Vodka following LVMH’s landmark 10-year, $1 billion agreement with the series.
Whispering Angel will feature prominently in the hospitality areas at various Grand Prix events, including Silverstone, Singapore, and Las Vegas, following its successful presence in Miami and Monaco earlier this season. Sacha Lichine, founder and CEO of Whispering Angel, expressed enthusiasm for the partnership, stating, “We are thrilled to bring Whispering Angel to the next level through this exciting partnership while accelerating towards the chequered flag.”
Emily Prazer, Formula 1’s chief commercial officer, highlighted the significance of the collaboration: “This perfect partnership brings together the pinnacle of motorsport with a brand known for its sophistication, elegance, and excellence.” Prazer noted that Whispering Angel has already integrated successfully into F1’s exclusive hospitality offerings, further solidifying Formula 1’s position as a leader in luxury sports and entertainment.
The partnership with Whispering Angel is part of a broader trend in Formula 1’s diversification strategy, which has also seen new sponsorship agreements with PwC, Barilla, and Disney. LVMH’s involvement has been transformative, solidifying its role as a major player in the F1 landscape, particularly with its brands like Louis Vuitton and TAG Heuer.
At the Autosport Business Exchange in Monaco, Kristine Drullion, LVMH’s director of corporate brand strategy and activation, elaborated on the conglomerate’s motivations for entering the F1 space, reinforcing the alignment of luxury branding with the elite status of motorsport.
