Formula 1 fans in Melbourne have plenty to celebrate. Moet & Chandon, the Official Champagne of Formula 1, has been confirmed as title sponsor of the Formula 1 Australian Grand Prix 2027, bringing its signature blend of glamour, celebration and racing history back to Albert Park.
It’s the kind of sponsorship that feels like it was always meant to happen. Moet & Chandon has already been title sponsor of the Formula 1 Belgian Grand Prix at Spa-Francorchamps, and now the Maison is turning its attention to Melbourne, a city that has long held a special place in its global story.
And that history runs deep. Moet & Chandon’s relationship with Australia stretches all the way back to 1888, when the first shipment of its champagne arrived in Melbourne to mark the city’s Centennial Exhibition. Since then, generations of Australians have popped a bottle of Moet to mark their biggest moments.
Motorsport has always had a special place in that story too. From 1985 to 1997, Moet & Chandon sprayed the champagne on the podium of the Formula 1 Australian Grand Prix, drenching some of the sport’s greatest ever champions, including Alain Prost, Ayrton Senna, Michael Schumacher, Nigel Mansell, Nelson Piquet and Gerhard Berger. If you’ve ever seen the classic footage of an F1 podium soaked in celebration, there’s a good chance Moet was behind it.
The Maison made its grand return to Formula 1 as Official Champagne at the 2025 season opener in Melbourne, an occasion marked by its famous cork-shaped hot-air balloon, ‘The Spirit of 1743’, sailing across the city’s skies almost 30 years after it last did so.
Sibylle Scherer, President and CEO of Moet & Chandon, says the new sponsorship reflects just how important Australia is to the brand. ‘Melbourne holds a special place in Moet & Chandon’s story,’ she said. ‘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. 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.’
Travis Auld, CEO of the Australian Grand Prix Corporation, is equally excited about what the partnership means for fans trackside. ‘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. ‘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.’
It all traces back to 1743, when Moet & Chandon was founded in the Champagne region of France. Today it’s poured in more than 150 countries, but there’s something fitting about a brand built on the belief that life is better when shared returning to a sport where every race ends with champagne flying across the podium.
For Melbourne’s F1 fans, 2027 just got a lot more exciting. When the lights go out at Albert Park, Moet & Chandon won’t just be sponsoring the race, it’ll be sponsoring the celebration!
