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Chivas Regal Secures Charles Leclerc As Global Ambassador
Pernod Ricard’s Scotch whiskey brand Chivas Regal has secured a multi-year deal with Ferrari F1 driver Charles Leclerc as their latest global brand ambassador.
The deal sees Chivas leveraging on the 27-year-old driver’s passions away from the track for its activations. With Leclerc known as a self-taught pianist and composer, the first will obviously zero in on his passion for music and is poised to take the form of a one-night-only pop-up piano bar called Leclerc’s in Melbourne, Australia, on March 11, before the F1 season opener in the city later that week.
The immersive experience will allow VIP guests and some lucky fans to a unique evening centred around music and Leclerc’s love for the piano, and feature bespoke Chivas Regal x Charles Leclerc whisky cocktails and a guest appearance from the racing star.
According to ASN data, Chivas Regal has a mere 0.9% share, investing almost US$2.7m in the Asian sponsorship market since Q222, with an average quarterly investment of US$222k during this period. However, spends have dipped since Q324, with a spate of high-profile withdrawals from Manchester United FC and Blackpink’s Lisa. With the Leclerc deal in, Chivas Regal should prop up its numbers for Q125.
