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

Client: Chivas Regal

Redefining spirit’s role within one of the world’s fastest-growing sports, Momentum mixed the prestige and heritage of new partners Chivas Regal and Scuderia Ferrari HP to create The Regal. A scalable, global activation platform designed to extend far beyond the circuit. Translating the glamour, intensity and theatre of racing into elevated on and off-track experiences, The Regal reimagined Grand Prix weekends as multi-day expressions of modern luxury to find resonance with racing’s new surge of Gen Z fans.

Activated across Miami, Monaco, Monza and Singapore, the platform fused premium hospitality experiences, celebratory drink rituals and culturally-led local programming with the Chivas brand front-and-centre. As the sport attracts audiences redefining success, Chivas could move beyond traditional sponsorship presence, creating immersive experiences that felt contemporary, relevant and in line with race-day thrills. Built around clearly defined experience pillars, The Regal delivered a consistent luxury expression while flexing intelligently to each host city. In its first season, the platform hosted over 800 VIP guests, from team principals and drivers to fashion and lifestyle tastemakers and established a repeatable blueprint for future international activations. More than a series of events, The Regal became a living platform, positioning Chivas at the intersection of global sport, culture and long-term brand growth.