Chivas Regal and Ferrari will collaborate on exclusive content and live experiences. (Credit: Scuderia Ferrari)

Chivas Regal, the scotch whisky brand, has been unveiled as a new global partner of the Ferrari Formula 1 (F1) motor racing team in a multi-year deal.

Through the agreement, the brand will serve as an official team partner.

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The two parties will collaborate on exclusive content and live experiences, while the partnership will be used to promote responsible drinking campaigns.

The deal represents the latest sports sponsorship for Chivas Regal after recently partnering with English Premier League soccer clubs Arsenal and Manchester United.

Ferrari – currently sitting second in the 10-team F1 2024 constructors' championship – have secured several commercial deals in recent months, including new agreements with IBM and UniCredit, and a renewal with Shell.

Meanwhile, Williams Racing have announced a new partnership with autonomous ride-hailing company Zoox.

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The firm, a subsidiary of Amazon, will become an official regional partner of the F1 team on a multi-year agreement, with their logo appearing on Williams cars for races in the United States — starting with this month’s Las Vegas Grand Prix.

Zoox’s robotaxi will also be present at Williams’ Las Vegas Fan Zone at the New York-New York hotel throughout race week.

Then, for 2025 and beyond, Zoox will feature at events in Las Vegas, Austin and Miami — three cities where their autonomous technology is currently in testing.

The tie-up marks the first time an autonomous vehicle company has partnered with a Formula 1 team.

The Las Vegas Grand Prix will take place on 24 November, followed by the Qatar Grand Prix and season-ending Abu Dhabi Grand Prix.

Business of the Formula One 2024 Report – Property Profile, Sponsorship and Media Landscape