Chivas Regal gives Ferrari its own Tartan Army

Chivas Regal has toasted its new partnership with Ferrari by taking a slice of Scottish heritage to the season-ending Abu Dhabi Grand Prix.

It was announced last month that the whisky brand had penned a multi-year deal to become a global partner of the Scuderia.

The deal was the latest in a recent run of fresh partners joining Ferrari, with title sponsor HP and Italian banking firm UniCredit now also on board.

To celebrate the new partnership, Chivas Regal has tapped into its legacy to create a unique tartan design for Ferrari’s fabled fanbase.

Chivas Regal claims the ‘Tifosi Tartan’ is a blend of Scottish heritage, using its own tartan with a nod to the red of Ferrari.

The tartan was then used to make special kilts that were showcased at the Yas Marina Circuit ahead of the final race of the 2024 season in Abu Dhabi.

“Tartan is such a rich part of Chivas Regal’s Scottish heritage, and the ‘Tifosi Tartan’ is our tribute to Scuderia Ferrari HP’s dedicated fandom,” said Chivas Regal’s global marketing director Nick Blacknell.

Chivas partnership with Ferrari with the Tifosi tartan

Photo by: Chivas

“We wanted to create something that both embodied our shared legacies of craft, innovation and luxury, as well as designing something special that the fans could wear with pride on race weekends.

“This is just the start of our journey together as we continue our commitment to collective success.”

The limited edition, unisex kilts were designed by expert kilt makers Kinloch Anderson and will be given away to fans via Chivas Regal’s social media platforms, with a view to the kilts going on sale at some point in the future.

As part of the launch of their partnership, Charles Leclerc spent time with fans in the week leading into the Abu Dhabi Grand Prix, where he will be hoping to celebrate winning the constructors’ championship – if Ferrari can overturn a 21-point deficit.

Leclerc went quickest in the first practice session but faces a 10-place grid penalty for changing his battery pack.