Groupe Pernod Ricard

CONTEXT

As a “creator of conviviality”, Pernod Ricard focuses its sponsorship activities on driving its strategic brands in priority markets around the world.

objectives

goals

• Support for the global marketing department in mapping the sports and sports sponsorship ecosystem.
• Support with contract negotiations and implementation in three major partnerships. 
• Supporting brands with the roll-out of their communication plans, in line with the partnership with Scuderia Ferrari HP.
• Secondment of a consulting director and project manager to coordinate the roll-out of the partnership with Ferrari

achievements

In strategic terms, the return of Pernod Ricard to Formula 1 is entirely logical.

Having the Chivas Regal brand associated with such an iconic F1 team as Scuderia Ferrari HP enhances its premium positioning and attracts a youthful, international audience that is passionate about sport and luxury brands.

Ferrari driver Charles Leclerc has also joined the brand’s very select group of global ambassadors.

Jameson is looking to grow its presence in the US market and is targeting a broad audience. 

By engaging with Major League Soccer, the brand can achieve continued visibility nationwide and reach target audiences thanks to the growing popularity of soccer among US fans.

Chivas Regal and Ferrari

A Pernod Ricard brand, Chivas Regal has been appointed Official Team Partner of Ferrari through to 2027. The partnership gives the brand the opportunity to offer original, immersive activations that provide an alternative take on what goes on behind the scenes in F1, with an exclusive focus on life away from the track. These partnerships are also designed to be meaningful and to serve a social purpose by raising awareness of road safety, particularly the dangers of drinking & driving. As a global competition, F1 is the ideal platform for projecting these preventive and socially engaged messages. 

MULTI-YEAR CONTRACT

Since november 2024

hospitality

Enhanced programme at grands prix 

visibility

Of the team’s communication assets 

Chivas Regal and Charles Leclerc

Complementing the partnership with Ferrari, the hugely talented Charles Leclerc has been named a Chivas Regal global brand ambassador, an endorsement that engages with an alternative, youthful and ambitious audience.

Global ambassador

Since march 2025

GLOBAL DIGITAL CAMPAIGN 

« Strike the right note »

MAJOR PARTNERSHIP, JAMESON AND MLS 

Jameson® Irish Whiskey has become the official whiskey of Major League Soccer.

Jameson is also the main sponsor of MLS All-Star Gameday Hospitality. The deal will allow Pernod Ricard North America to showcase its entire portfolio during the MLS Cup winners’ celebrations. 

Jameson is now the official whiskey of six MLS clubs: Chicago Fire FC, Houston Dynamo FC, LA Galaxy, New York City FC, Orlando City SC and San Diego FC. These partnerships will see the roll-out of local initiatives such as matchday events, player meet and greets, digital collaborations, and community actions. This powerful strategy combines brand awareness, engagement and proximity.

THE OFFICIAL WHISKEY OF MLS 

In the USA through to 2028 

INDUSTRY EXCLUSIVITY 

Across all Pernod Ricard’s spirits and champagne product categories.

visibility

Presence in nationwide broadcasts 

Promotion in the States 

Exclusive content

“Together with the Pernod Ricard Group, we wanted to rethink international sponsorship as a strategic lever for brands and their audiences. These iconic partnerships, with Ferrari in Formula 1 and Major League Soccer in the United States, reflect the group’s ability to combine prestige, modernity and responsible commitment. This is the power of a global vision: making sport a vehicle for emotion, influence and meaning.”

_{Ludovic DUMAS, President and founder of XIX Sports Group}