Motor racing's iconic Formula 1 (F1) has unveiled the sparkling wine brand, French Bloom, as a new commercial partner.
French Bloom is part of the LVMH French luxury goods conglomerate, with the partnership struck as part of a wider, 10-year, major tie-up between LVMH and F1. That deal, made public last October and running through 2024, has been reported by the media to be worth $100 million annually to the motor racing series.
Now, F1 has brought French Bloom - backed by Moet Hennessy - on board as its first-ever alcohol-free sparkling wine partner.
From the remainder of the 2025 F1 season onwards, the sparkling wines produced by French Bloom will be served across all F1-operated Paddock Clubs, as well as in the F1 Garage, as well as in other hospitality spaces.
Emily Prazer, chief commercial officer at F1, has said: "The addition of French Bloom brings further variety to our hospitality beverages portfolio, allowing us to cater for all guests and offer them an elevated real sense of luxury when they attend a Grand Prix.”
This deal has been unveiled in the build-up to the Italian Grand Prix, taking place at the iconic Monza circuit near Milan on Sunday, September 7.
Maggie Frerejean-Taittinger, French Bloom's co-founder, added: "We are thrilled to partner with Formula 1 to usher in a new era of celebration - one that looks boldly to the future and is defined by excellence in every detail."
The overall LVMH-F1 tie-up has already seen several specific LVMH brands - such as watch giant TAG Heuer, spirits company Moët Hennessy (which runs Glenmorangie), and major fashion label Louis Vuitton - come on board in partnerships covering the motor racing series.
In March, for example, LVMH-owned Belvedere became F1's official vodka partner, while in July, the Glenmorangie whiskey brand was rolled out as a sponsor.
The series has long courted a strong influence in the high fashion and luxury goods industries, thanks in part to its wealthy status and similarly wealthy fanbase.
Aside from LVMH, other major F1 partners include Aramco, AWS, Crypto.com, DHL, Lenovo, MSC Cruises, and Qatar Airways.
Elsewhere in F1, the Ferrari team has signed up global professional services firm Aon as a commercial partner.
A deal unveiled today entails Aon partnering with the Italian team "on initiatives that promote a culture of excellence and innovation."
Other sporting organizations with Aon partnerships in place include golf's Ryder Cup, PGA Tour, and women's LPGA Tour, as well as the Ireland women's national rugby union team.
Other significant Ferrari commercial partners include HP, Shell, UniCredit, IBM, Puma, Peroni, AWS, and Richard Mille.
In terms of commercial activity so far this season, it most recently brought in G.H.Mumm, a champagne brand part of the Pernod Ricard empire, as a partner.
