Moet & Chandon has been confirmed as the title sponsor for the Formula 1 Australian Grand Prix 2027, taking over from Qatar Airways. This announcement continues the revolving door of title partners since the COVID-19 pandemic, following Heineken (2022), Rolex (2023-2024), and Louis Vuitton (2025).
The deal solidifies Moet & Chandon's position as the official champagne sponsor of Formula 1, a role it secured in 2025. For the French luxury brand, involvement in the Australian Grand Prix is not new. From 1985 to 1997, Moet & Chandon was a familiar presence on the podium at the prestigious Melbourne race.
Australian Grand Prix Corporation CEO Travis Auld welcomed the partnership. "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," he said. He added that the collaboration will set a new benchmark for luxury sporting experiences for fans at the Albert Park Grand Prix Circuit.
Moet & Chandon president and CEO Sibylle Scherer highlighted the brand's historical ties to Melbourne. "Melbourne holds a special place in Moet & Chandon's story," she remarked, noting that the first shipment to Victoria's capital arrived in 1888 for the city's Centennial Exhibition. "Australia is one of the world's great Champagne markets and Melbourne gives this title sponsorship a resonance that extends across the Asia-Pacific region," Scherer added. She emphasized that being present allows the Maison to celebrate a market that means so much to them while sharing the joy of Moet & Chandon with the wider Formula 1 community.
The 2027 Australian Grand Prix is scheduled for April 1-4 as the third round of the Formula 1 season. This appointment is part of the Albert Park circuit's long-term strategy to maintain global appeal, especially after facing criticism over rising ticket prices. Nevertheless, organisers are optimistic that a partnership with a brand of Moet & Chandon's calibre will enhance the value of the live experience.
This title sponsor rotation underscores the dynamic commercial landscape of Formula 1. Year after year, the Melbourne circuit successfully attracts global brands to invest, reflecting the vitality of the Australian market in the F1 calendar. With Moet & Chandon's reputation for luxury, the 2027 Australian Grand Prix promises not only thrilling racing but also a stage for lifestyle and prestige.
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