After 15-years of podium celebrations, Formula 1 has ended its sponsorship deal with their champagne suppliers Mumm.
Mumm brand owner Pernod Ricard has reported the €5 million sponsorship offer was deemed “insufficient”by F1 management, which will see the end of podium winners spraying each other with the companies champagne after each Grand Prix.
Mumm’s champagne will remain linked to motorsport however, having confirmed a deal to supply the FIA Formula E championship at the end of last year.
Ricard said in a statement, “We are very proud of our past and have enjoyed 15 years as the official champagne of Formula 1, seeing great success in terms of visibility and awareness.
“In our mission to continually innovate, excite and push the boundaries, we have chosen to explore a new opportunity – Formula E, electric motor racing. It is truly ground breaking, has a strong fit with our brand values and is a natural evolution in motor racing.”
From the 2016 F1 season podium finishers will taste champagne from Mumm’s rival Moet et Chandon.
