Moët & Chandon Becomes Title Partner of 2027 Australian Grand Prix
The Australian Grand Prix is getting a new name above the door – and a familiar one on the podium.
Moët & Chandon will become title partner of the 2027 Australian Grand Prix, replacing Qatar Airways and adding another heavyweight to a striking post-COVID rotation of blue-chip sponsors. Since 2022, the Melbourne race has carried the branding of Heineken, Rolex, Louis Vuitton and now the famed Champagne house, underlining its status as one of Formula 1’s most marketable stops.
This isn’t a cold introduction. It’s a reunion.
From 1985 to 1997, Moët & Chandon was a fixture on the Australian Grand Prix podium, the bottle in the victors’ hands as they sprayed the crowd and each other. The brand returned to the global stage in 2025 as Formula 1’s official Champagne sponsor, restoring a classic image to the sport’s celebrations.
Now it steps up another level in Melbourne.
The Australian Grand Prix Corporation confirmed the deal, with CEO Travis Auld framing the partnership as a statement of intent for how the event wants to be seen: premium, global, and unapologetically aspirational.
“Moet & Chandon has long been synonymous with excellence, celebration and unforgettable moments, making them the perfect partner as we continue to showcase the Australian Grand Prix as a truly world-class experience,” Auld said. He spoke of setting “a new benchmark for luxury sporting experiences for fans at the Albert Park Grand Prix Circuit” when the brand takes over as 2027 title partner.
For Moët & Chandon, this is not just a logo play. It’s a return to a city that has been part of its story for more than a century.
The house first shipped to Melbourne in 1888 for the city’s Centennial Exhibition, and those roots still matter. President and CEO Sibylle Scherer underlined that sense of continuity, calling Melbourne a special place in the Maison’s history and pointing to Australia as one of the world’s great Champagne markets.
That commercial reality gives the deal a wider reach. Scherer highlighted how Melbourne’s position and profile give the title sponsorship a resonance that stretches across the Asia-Pacific region, turning a single race into a regional showcase. Being on the ground at Albert Park, she said, allows Moët & Chandon to celebrate a key market while sharing the brand’s hallmark “joy” with an even broader Formula 1 community.
The partnership also dovetails neatly with Formula 1’s push towards a more curated, high-end fan experience. The sport has leaned into luxury branding during its global boom, and Melbourne, with its waterfront skyline and parkland circuit, offers a ready-made stage for that image.
2027 Australian Grand Prix Details
On track, the 2027 Australian Grand Prix will occupy a prime early-season slot. Scheduled for April 1–4, it will host the third round of the Formula 1 campaign, a point in the year when storylines are still forming and momentum is fragile. By then, the sight of Moët & Chandon on the hoardings – and in the hands of the podium finishers – will be more than a nod to nostalgia.
It will be the visual signature of how Melbourne wants its Grand Prix to be seen: fast, global, and dressed in Champagne.
