Chivas Regal has named Charles Leclerc as its new Global Brand Ambassador, unveiling a dynamic partnership that extends the driver’s influence and reach as a market draw into his off-track areas of interest, namely lifestyle, music and fashion. The new alliance will be marked with a one-night-only pop-up piano bar dubbed Leclerc’s in Melbourne ahead of the Formula 1 season opener in the Australian city later this month.
Charles Leclerc is a man of many talents. On the heels of a successful music project last year between himself and world-renowned pianist Sofiane Pamart, entitled Dreamers, and the recent release of two new tracks celebrating his time on track last season, the Monegasque driver is extending his reach even further as a global ambassador for an iconic high-end whisky brand.
See more: Charles Leclerc drops new music inspired by his biggest F1 wins in 2024
Chivas Regal, which confirmed its role as Scuderia Ferrari’s Official Team Partner at the end of 2024, is embracing the team’s star driver’s noted joie de vivre in a second collaboration that will highlight his off-track passions for music, fashion and lifestyle.
To celebrate Leclerc’s new title as Global Brand Ambassador for Chivas Regal, the brand will be hosting an exclusive pop-up piano bar in Melbourne on 11th March ahead of the Formula 1 season opener on the Melbourne Grand Prix Circuit on 16th March. Named Leclerc’s, the one-night-only experience will bring whisky and live music together in a setting designed to reflect the artistry and precision both crafts require.
Guests attending the event will enjoy bespoke Chivas Regal x Charles Leclerc cocktails while immersing themselves in a unique musical atmosphere. The evening will feature a special guest appearance from the self-taught pianist and composer himself, offering fans a glimpse into his world beyond the track.
Leclerc has continuously built a reputation outside Formula 1 through partnerships in fashion, wellness and luxury brands. His collaborations with brands such as Puma, Richard Mille, APM Monaco, Riva, VistaJet and Bang & Olufsen have established him as a tastemaker in style, while his involvement with Peroni 0.0%, Celsius energy drink and Eight Sleep underscores his commitment to optimising well-being. Now, with Chivas Regal, he continues to blur the lines between sport, art and culture.
“Success is about blending all the right notes – on and off the track,” said Leclerc in a statement on his new role with Chivas Regal. “My craft demands time, precision and dedication, but what truly drives me is the journey, my passions and the moments shared along the way. Chivas Regal embodies this same ethos, encouraging people to find their own rhythm and celebrate every win, big or small. I’m excited to redefine success together and share this experience with fans through our partnership.”
The Melbourne pop-up marks the beginning of a series of events and experiences scheduled throughout 2025 that will showcase Leclerc’s many dimensions.
Fans can follow the journey on social media or visit www.chivas.com for updates.
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Photo courtesy of Chivas Regal