Moët & Chandon Becomes 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 has been confirmed as the title partner of the 2027 Australian Grand Prix, replacing Qatar Airways and extending a post-COVID carousel of blue-chip sponsors that has already featured Heineken (2022), Rolex (2023-2024) and Louis Vuitton (2025).

For Formula 1’s Melbourne showcase, it marks less a change of logo and more a deliberate tilt into high-end luxury. The champagne house is already embedded in the sport as F1’s official champagne sponsor, a role it secured in 2025. Now it steps onto the front of the event itself.

A return to the podium – and to history

For Moët & Chandon, this is not a cold start in Australia. From 1985 to 1997, the brand stood on the podium of the Formula 1 Australian Grand Prix, woven into the images of race winners spraying champagne into the dusk air. The new deal feels like a return to familiar territory, only on a grander scale.

The company also leans heavily on its long relationship with Melbourne. It first shipped to Victoria’s capital in 1888 for the city’s Centennial Exhibition, and that heritage has become a central part of the story the brand wants to tell.

“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.

His ambition is clear: use the partnership to elevate the event’s status in the global sports-and-luxury 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.”

Melbourne at the heart of a global play

Inside Moët & Chandon, Melbourne is not just another race stop. It is part of the Maison’s own mythology.

“Melbourne holds a special place in Moët & Chandon’s story,” said Moet & Chandon president and CEO Sibylle Scherer. She framed Australia as one of the world’s major Champagne markets and argued that Melbourne gives this title sponsorship a reach that carries across the Asia-Pacific region.

“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.”

For Formula 1, the move reinforces a broader trend: its flagship events are no longer just races, but curated experiences where brands compete to define the atmosphere as much as the grid.

The 2027 Australian Grand Prix, the third round of the Formula 1 season, will run from April 1-4 at Albert Park. The cars will provide the speed. Moët & Chandon is betting that it can own the celebration.