Moët & Chandon becomes title sponsor of the 2027 Formula 1 Australian Grand Prix

Moët & Chandon will be title sponsor of the 2027 Formula 1 Australian Grand Prix, the Champagne house confirmed, marking a step up from the ambassador role it has held at the season opener since returning to the sport.

The race runs from April 2 to 4, 2027, and will be the third stop on the calendar rather than the traditional first, with the sprint race format added at Albert Park running for the first time that weekend under the new title sponsorship.

That later slot comes with a change to the race weekend itself: the Australian Grand Prix will add a sprint race, the shorter Saturday format that has become a fixture at select rounds, ahead of Sunday's main event. It is a bigger production than the one Melbourne hosted when Moët & Chandon last flew a giant cork-shaped hot-air balloon over the city.

That balloon marked the maison's return to Formula 1 at last year's Australian Grand Prix, the first time since 1997 that Moët & Chandon had served as the sport's official Champagne. The title sponsorship announced for 2027 goes further, putting the house's name on the race itself rather than on a single trackside activation.

The Australian sponsorship is inside a broader arrangement: parent company LVMH Moët Hennessy Louis Vuitton signed a ten-year deal making the conglomerate the global luxury partner of Formula 1. Since that agreement, Moët & Chandon has separately held the title partnership of the Belgian Grand Prix at Spa-Francorchamps, a role it keeps alongside the new Australian one.

At Spa, Moët & Chandon redesigned the Cool Down Room where the top three finishers gather immediately after the race and introduced a new champion's corridor leading drivers up to the podium. Those additions give a sense of what a title sponsorship at Albert Park could bring beyond signage, though the house has not detailed its Melbourne plans.

Moët Hennessy has also pushed into hospitality around the sport this year, taking part in an exclusive culinary experience codesigned with Formula 1 that let guests dine trackside during a race weekend. It is a further sign the group is building experiences around its motorsport partnerships rather than confining them to branding on cars and podiums.

Why Melbourne matters to the house

Moët & Chandon has a documented history in Australia stretching back to 1888, when its Champagne was served at Melbourne's Centennial Exhibition. Sibylle Scherer, president and chief executive officer of Moët & Chandon, said Melbourne holds a special place in the maison's story and called Australia one of the world's great Champagne markets.

Scherer said the title sponsorship's resonance extends across the Asia-Pacific region, adding that being there lets the house celebrate a market that means a great deal to it while sharing what she called the joy of Moët & Chandon with a wider Formula 1 community. She did not disclose the length or value of the sponsorship agreement.

Travis Auld, chief executive of the Australian Grand Prix Corporation, welcomed the Champagne maker's return to the Albert Park circuit. He said Moët & Chandon has long been synonymous with excellence, celebration and unforgettable moments, calling the house the perfect partner as the race continues positioning itself as a world-class event.

Neither party detailed what the title sponsorship will change physically at Albert Park, whether a redesigned podium presentation, a hospitality build similar to the Spa Cool Down Room, or something else entirely. That gap between the announcement and the specifics is typical of sponsorship reveals made more than a year ahead of the event itself.

What we have said about the house

We have described Moët & Chandon as a Champagne that dares to be different, a positioning that has increasingly played out through experiential marketing rather than product alone. The Formula 1 relationship, first through Spa and the Melbourne balloon stunt and now through a second title sponsorship, extends that strategy onto a genuinely global stage.

For a maison whose name already carries into our coverage of travel through partnerships and destination experiences, a Grand Prix title sponsorship is a natural extension: it puts the brand in front of the same affluent, mobile audience that fills circuits from Spa-Francorchamps to Albert Park each season.

Readers curious about the house's core release rather than its sponsorships can look at Moët & Chandon Impérial Brut, the bottling most closely tied to the celebratory image the brand is now attaching to motorsport podiums from Belgium to Australia.