Formula 1’s luxury sponsorship landscape just added a new layer of elegance, as iconic rosé wine brand Whispering Angel was unveiled as the Official Rosé Partner of the global motorsport series.
Long a familiar name in F1 hospitality circles, Whispering Angel now formalizes its presence through a long-term alliance with LVMH, joining elite F1 partners such as Moët & Chandon and Belvedere Vodka. The move strengthens the fusion between sport, lifestyle, and luxury that Formula 1 has meticulously cultivated over the last decade.
“Having been served in the F1 Paddock Club during the past 15 years, we are thrilled to bring Whispering Angel to the next level through this exciting partnership,” said Sacha Lichine, Founder & CEO of Whispering Angel.
A New Vintage of Luxury Activation
The brand’s activation across recent Grand Prix stops in Miami, Imola, Monaco, and Barcelona previewed the strategy: premium, experiential integration at the heart of F1’s most glamorous venues. Now, the rosé experience will become a mainstay at marquee races including:
- Silverstone
- Zandvoort
- Monza
- Singapore
- Las Vegas, among others.
Hospitality guests will enjoy “immersive experiences” that combine Whispering Angel’s refined flavor profile with the thrill of wheel-to-wheel racing.
Why This Partnership Matters
For Formula 1, the partnership represents more than just a drinks deal. It’s an affirmation of its positioning as a luxury entertainment platform, one that appeals as much to C-suite guests and fashion elites as it does to die-hard racing fans.
“Together we will deliver moments that further define Formula 1 as the standard bearer for luxury in sport and entertainment,” said Emily Prazer, Chief Commercial Officer at Formula 1.
The deal continues LVMH’s strategy of associating its lifestyle and alcohol brands with high-affinity, high-net-worth environments. And for Whispering Angel, it secures front-row access to one of the most global, glamorous, and growing sports in the world.
The New Playbook for Prestige Partnerships
This deal reflects a broader trend in sports commercialization: premiumization through lifestyle integration. As Formula 1 expands its footprint in the U.S. and Asia, its hospitality and brand strategy evolves with it—offering partners a chance not just to sponsor a sport, but to embed within a lifestyle ecosystem.
Whispering Angel’s move is a case study in:
- Leveraging pre-existing brand equity (15 years in Paddock Club)
- Aligning with luxury conglomerates for credibility
- Creating multi-race, experiential hospitality touchpoints
Brands in categories like spirits, fashion, tech, and travel would be wise to study the Whispering Angel-F1 blueprint.
If you’re a luxury brand or property exploring entry into elite sport—through wine, watches, wellness, or hospitality—get in touch. Strategy drives value. Positioning creates legacy.
