The Australian Grand Prix is getting a new name above the door – and a very familiar one on the podium.
Moët & Chandon will become title partner of the 2027 Australian Grand Prix, stepping into the slot previously held by Qatar Airways and restoring one of motorsport’s most recognisable luxury names to centre stage in Melbourne.
It marks the latest move in a revolving cast of headline sponsors since COVID-19, with Heineken taking the role in 2022, followed by Rolex in 2023-24 and Louis Vuitton in 2025. Now, the champagne house takes its turn at the top of the bill.
This is not a cold introduction. Moët & Chandon is already Formula 1’s official champagne sponsor, a deal sealed in 2025, and the brand has deep roots in the Australian race. From 1985 to 1997, its bottles were a fixture on the podium at the Formula 1 Australian Grand Prix, long before the sport’s current era of globalised luxury partnerships.
For Melbourne, the relationship runs even deeper. Moët & Chandon first shipped to the Victorian capital in 1888 for the city’s Centennial Exhibition, a historical footnote that now feeds neatly into modern branding: old-world prestige meeting one of F1’s most vibrant, fan-driven weekends.
Statement of Intent
Australian Grand Prix Corporation CEO Travis Auld framed the agreement as a statement of intent for the event’s positioning.
“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, underlining the push to elevate Albert Park as a premium destination on the calendar.
“We look forward to working with Moet & Chandon as the 2027 title partner, to set a new benchmark for luxury sporting experiences for fans at the Albert Park Grand Prix Circuit.”
Geography and Glamour
For Moët & Chandon, this is as much about geography as glamour. President and CEO Sibylle Scherer highlighted Melbourne’s role in the brand’s story and the strategic weight of the Australian market.
“Melbourne holds a special place in Moët & Chandon’s story. 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 said.
“Being there is meaningful: it allows us to celebrate a market that means so much to the Maison, while sharing the joy of Moet & Chandon with an even wider Formula 1 community.”
The deal ensures that when Formula 1 returns to Albert Park from April 1-4, 2027, for the third round of the season, the race will be wrapped in the branding of a house that has built its name on celebration.
In a sport obsessed with fine margins and relentless performance, Melbourne’s Grand Prix weekend is being recast as something more: a showcase of speed framed by one of the most storied luxury labels in the world.
