“The Regal” for Chivas Regal’s Scuderia Ferrari HP Partnership 2025

Client: Chivas Regal

In 2025, The Regal arrived. A global experience platform from Chivas Regal and Scuderia Ferrari HP activating at an international Grand Prix with gold-dipped impact from day one, igniting not just a partnership, but a bold ambition built to endure.

Across four iconic Grand Prix, Miami, Monaco, Monza and Singapore, The Regal transformed race weekend into elevated on and off-track experiences that blended hospitality, culture and craft. More than a sponsorship presence, it introduced Chivas to a new generation through lived moments that reflected modern success, precision and self-belief, while remaining unmistakably premium. It was a debut season anchored by another first. At the Singapore Grand Prix, Chivas Regal Crystalgold, a World-first clear spirit innovation to appeal to a younger market, launched to the world through a tightly curated cultural moment that balanced intrigue with approachability. Integrated with Charles Leclerc and framed around true mastery, the launch cut through a traditionally conservative category and positioned innovation as a marker of modern luxury. In its first season, The Regal hosted 800+ VIP guests, served more than 3,600 cocktails and generated global social and PR impact far beyond race weekends. Scuderia Ferrari HP talent and team members chose to spend time in the space, signalling cultural pull in one of sport’s most competitive environments. By its debut year, The Regal had proven its purpose. A confident introduction. A scalable global platform. And a bold opening chapter for a long-term partnership built to travel, flex and win attention on the World stage.