From the racetrack to the tennis court, these premium drinks brands find common ground with elite sport through a shared pursuit of precision, craft, and excellence.
Performance takes different forms across the sporting world, from the precision and teamwork behind a Formula 1 victory to the strategy and coordination required on the basketball court. Yet excellence in sport, much like the craftmanship of premium spirits, is rarely achieved by one individual alone. Both rely on collective expertise, collaboration, and a commitment to continual improvement—values reflected in the partnerships between leading spirits and Champagne houses and some of the world’s most celebrated sporting institutions.
These alliances often extend beyond traditional sponsorship—think collaborations that bring together automotive engineering and whisky-making, alongside special bottle designs celebrating basketball culture. They offer opportunities to connect with new audiences, create limited-edition releases, and become part of the rituals that surround elite competition.
Some partnerships are rooted in shared heritage and technical mastery; others have given rise to signature cocktails and contemporary sporting traditions. Whether through a rare single malt, a cognac inspired by the game, or a Champagne spray on the podium, each demonstrates how drinks culture can intersect with the pursuit of performance. Here are five premium drinks brands whose partnerships with elite sport embody the spirit of performance.
1. Chivas Regal × Scuderia Ferrari HP: I Rise, We Rise
Chivas Regal’s ethos that “success isn’t achieved alone” finds a natural counterpart in Formula 1, where individual achievement is inseparable from collective effort. As Team Partner of Scuderia Ferrari HP, the Scotch whisky brand celebrates the drivers, engineers, strategists, and mechanics working towards a shared goal.
Its partnership with Ferrari driver Charles Leclerc further reflects the precision and determination demanded at the highest level of motorsport. Together, the collaborations reinforce a simple idea: success becomes more meaningful when it lifts those around you.
2. Hennessy × NBA: The Spirit of the Game
Basketball thrives on the tension between individual brilliance and collective instinct, making Hennessy’s relationship with the NBA a natural fit. The cognac house became the league’s first global spirits partner in 2021, building on a North American partnership established the year before. The relationship extends across the NBA, WNBA, NBA G League, USA Basketball, and Basketball Africa League. Through limited-edition bottles and creative collaborations, Hennessy celebrates a sport in which timing, trust and split-second decisions can transform individual talent into collective achievement.
3. Glenfiddich × Aston Martin: Timeless Apart, Iconic Together
Two icons, separated by discipline but united by a pursuit of excellence, found common ground in 1959—the year Aston Martin made its Formula 1 debut and Glenfiddich produced a rare vintage. That shared history became the foundation for their global partnership, unveiled at the 2024 Las Vegas Grand Prix and later expanded to Aston Martin’s road-car marque. The collaboration has since produced limited-edition releases, including a 16-Year-Old crafted by Glenfiddich Malt Master Brian Kinsman and Aston Martin designer Adrian Newey, alongside the rare 65-year-old Glenfiddich 1959.
4. Grey Goose × US Open: The Taste of Victory
Grey Goose has been the Official Vodka of the US Open since 2007, but its most enduring contribution to the tennis tournament may be the Honey Deuce. Finished with three honeydew melon balls resembling tennis balls, the vodka cocktail has become synonymous with the New York sporting event. Celebrating its 20th anniversary in 2026, the Honey Deuce has grown from 25,000 cocktails sold in its inaugural year to more than 740,000 at the 2025 US Open. With more than 3.5 million sold since 2011, it demonstrates how a signature drink can become an integral part of the spectator experience.
5. Moët & Chandon × Formula 1: The Ritual of Celebration
The Champagne spray on a Formula 1 podium remains one of motorsport’s most recognisable rituals. In 2025, Moët & Chandon returned as the Official Champagne of Formula 1, reviving its longstanding association with the sport as part of LVMH’s global partnership with the premier motorsports championship. Its role comes at the culmination of a race, after months of preparation, engineering, strategy, and teamwork have been compressed into a few hours of competition. The cork pops, the bottle is raised, and the Champagne flies—transforming achievement into celebration and giving the pursuit of excellence its most exuberant finish.
Note : The information in this article is accurate as of the date of publication.