F1 ends 15-year partnership with Mumm champagne

Formula One podium finishers will no longer spray Mumm champagne on the rostrum after the series ended its 15-year partnership with the brand.

Wine experts The Drinks Business report that parent company Pernod Ricard’s €5m (£3.8m) sponsorship offer was judged “insufficient”. Still according to the article, Moët et Chandon will now be used during the trophy ceremony, one of the biggest highlights in terms of media exposure in any race weekend.

That does not mean Mumm will stop being involved in motorsport though, with Pernod Ricard announcing in a statement that it will take its champagne products to the fast-growing Formula E championship.

“We are very proud of our past and have enjoyed 15 years as the official champagne of Formula 1, seeing great success in terms of visibility and awareness.

“In our mission to continually innovate, excite and push the boundaries, we have chosen to explore a new opportunity – Formula E, electric motor racing.

“It is truly ground breaking, has a strong fit with our brand values and is a natural evolution in motor racing.”

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