Moët & Chandon Named Title Partner for 2027 Australian Grand Prix

The Australian Grand Prix is getting a new name above the door – and this time, it comes with bubbles.

Moët & Chandon will become the title partner of the 2027 Australian Grand Prix, replacing Qatar Airways and adding another heavyweight to a rotating cast of blue-chip sponsors that has defined the post-COVID era at Albert Park. Since 2022, the race has carried the names of Heineken, Rolex, Louis Vuitton and Qatar Airways. In 2027, it will be the turn of Formula 1’s official champagne.

This is not a cold commercial bolt-on. It is a reunion.

From 1985 to 1997, Moët & Chandon bottles were a fixture on the Australian Grand Prix podium, a visual shorthand for victory and excess as drivers sprayed the crowd and each other. Now the brand returns not just to the podium, but to the top line of the event itself.

The deal deepens a relationship that was already significant at global level. Moët & Chandon became Formula 1’s official champagne partner in 2025, restoring a traditional image to the sport’s celebrations. By 2027, that partnership will reach one of its most visible expressions in Melbourne, when the race takes place from April 1–4 as the third round of the season.

Statements of Intent

For the Australian Grand Prix Corporation, it is another statement of intent in positioning Albert Park as a premium stop on the calendar.

“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,” said Australian Grand Prix Corporation CEO Travis Auld, underlining the strategic fit between the champagne house and the event’s global ambitions.

Auld framed the 2027 edition as a step up in how the race is experienced, not just watched. “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,” he said, pointing squarely at the high-end hospitality and corporate market that has become crucial to modern Formula 1.

Historical Significance

For Moët & Chandon, Melbourne is not just another city on the map.

The house first shipped to Victoria’s capital in 1888 for the city’s Centennial Exhibition, a historical footnote that now feeds neatly into the narrative of its return as title sponsor almost a century and a half later. The company is keen to stress that this is a market with depth, not a speculative punt.

“Melbourne holds a special place in Moët & Chandon’s story,” said Moet & Chandon president and CEO Sibylle Scherer. “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.”

That regional reach matters. Formula 1’s growth in Asia-Pacific has become one of its central commercial storylines, and Melbourne’s early-season slot offers a powerful shop window. For Moët & Chandon, the grid, the grandstands and the global broadcast feed combine into a single, high-impact stage.

“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,” Scherer added.

Luxury Brand Magnet

The partnership also continues a broader trend: the Australian Grand Prix as a magnet for luxury brands. Heineken brought its global entertainment muscle in 2022, Rolex underlined the race’s prestige in 2023–2024, Louis Vuitton added fashion-world gravitas in 2025, and now Moët & Chandon arrives to tie the event even more closely to the language of celebration and high-end lifestyle.

When the lights go out in early April 2027, the focus will still be on the drivers and the racing. But around the circuit, in the paddock and in the hospitality suites overlooking Albert Park’s lakeside straights, the new title partner will be impossible to miss.

For Melbourne, a city that prides itself on sport, culture and dining in equal measure, the alignment feels deliberate. The question now is not whether the race can sell out – it usually does – but how far this latest luxury alliance can push the Grand Prix experience into a different bracket altogether.