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Marketing and Sponsorship

Formula 1 Ends Mumm Champagne Podium Partnership

Formula 1 has "ended its 15-year sponsorship deal" with Mumm, the champagne used during the podium ceremonies, according to Darshan Chokhani of MOTOSPORT. Mumm "will remain linked to motorsport, however, having announced a deal with Formula E at the end of last year." Mumm brand Owner Pernod Ricard said, "In our mission to continually innovate, excite and push the boundaries, we have chosen to explore a new opportunity -- Formula E, electric motor racing" (MOTORSPORT, 1/14).

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