Chandon Flies F1 Flag In New McLaren-Honda Partnership

Chandon is igniting the spark at the 2016 Australian F1 Grand Prix, with the race marking the official launch of its partnership with the McLaren Honda Formula 1 team. Led by British F1 legend Jenson Button and Spanish racing star Fernando Alonso, the glamourous sport was a perfect fit for leading sparkling wine brand Chandon.

Chandon was born out of the spirit of open-mindedness within a search for new horizons in Old World wine-making 60 years ago. As one of the most successful teams in Formula 1 history, McLaren meets Chandon, the vibrant sparkling wine, with the same boundless conquering spirit. The partnership is a long-term, global collaboration that will bring Chandon’s sparkling attitude to the famous McLaren-Honda Formula 1 team in an exciting celebration of innovation.

Ashley Powell, marketing and business development director of Chandon says: “We are thrilled to be partnering with such an innovative brand as McLaren Honda. Their advanced technology and progressive thinking is the perfect alignment for Chandon. We can’t wait to inject some extra spark into the Australian Grand Prix festivities. It’s our first race for the season and we are looking to Australia to set the standard high for other moments.”

Eric Boullier, McLaren-Honda racing director says, “We have the best driver line-up in the sport. We have an engineering team that has been meticulously hand-picked, structured, guided and inspired; the blend of technical skill-sets and attitudinal mind-sets we now possess are fit-for-purpose and state-of-the-art. We’ve nurtured a hugely impressive roster of loyal and powerful partners, and we’re delighted to now be working with Chandon for a season of passion and innovation.”

Taking to the world’s stage to launch the 2016 Formula 1 season – in Melbourne from March 17th to 20th – Chandon Australia is the first country to work with the McLaren-Honda team. As part of the partnership, Chandon will be creating an exclusive piece of content featuring Jenson and Fernando, launching just before the big race. Featuring the two team-mates racing in a series of unexpected challenges, the video is set against the stunning backdrop of the Domaine Chandon Winery, in a race like you’ve never seen before.

Chandon McLaren-Honda celebrations will take place across Melbourne in the lead up to the Grand Prix weekend and during the race. From fabulous parties to special brunches, Australians can enjoy these celebrations at various venues across the city.

Ahead of the Melbourne Grand Prix, McLaren-Honda has launched a brand new car this season, which, along with the drivers’ race suits, will be branded with Chandon’s sparkling identity. Together, Chandon and McLaren-Honda are present in the world’s most cosmopolitan cities.

Interested in sports marketing? Make sure you’re at The Ministry Of Sports Marketing conference in Sydney on 19th July 2016. Full details are available here.

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Karren Rogers Publicis Communications