Mumm Announces its Sponsorship of Formula E

Formula E represents a vision for the future of the motor industry.

The Luxonomist. 03/11/2015

Maison Mumm is delighted to announce its sponsorship arrangement with the FIA Formula E Championship, the world’s first all-electric racing series, which is being hailed as the future of motorsport. Throughout its history, Maison Mumm has pushed the limits in the pursuit of victory through dedication and commitment, a passion for innovation and a constant quest for excellence. This new partnership sees it lend its support to a truly ground-breaking concept: Formula E represents a vision for the future of the motor industry, serves as a framework for R&D around the electric vehicle, and promotes clean energy and sustainability.

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Beijing ePrix Podium Mumm Champagne Celebration (Photo: Marta Rovatti Studihrad) Click to buy

At the same time, Formula E offers a uniquely exciting and accessible experience to a new generation of motorsport enthusiasts. Races are held on city-centre circuits around the world, integrate other forms of entertainment, and provide never-before opportunities for audience participation via the innovative “FanBoost” concept, which enables spectators to vote for their favourite driver to receive an extra energy boost. The focus on energy and the environment, with Formula E showcasing electricity as the future of sustainable mobility and helping to drive change towards cleaner, greener cities, makes for an inspiring vision.

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Beijing ePrix Podium Mumm Champagne Celebration. Click to buy

It has already attracted some of the world’s most charismatic personalities, including Leonardo Di Caprio, Chairman of Formula E sustainability committee, and Alain Prost, co-founder of the Renault-e.dams team. The first Formula E race of the season was launched with Maison Mumm in Beijing on October 24, 2015, and the championship will take in a further eight of the world’s major cities before concluding in London in summer 2016.

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Beijing ePrix Podium Mumm Champagne Celebration. Click to buy

Mumm’s commitment to Formula E represents the continuation of its tradition of high-profile sporting partnerships, which began all the way back in 1904, when it supported Jean-Baptiste Charcot during the first French Antarctic expedition and more recently in sailing, the Hydroptère, the world’s fastest trimaran. Current sponsorships include the Kentucky Derby horse race, which epitomize a drive to push the limits and experience the thrill of victory. Maison Mumm has a proud history of accompanying winners of sporting events on podiums around the world, playing a central role in the moment of victory and celebration.

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Beijing ePrix . Click to buy

This historical champagne spray moment began – by accident – almost 50 years ago, at the Le Mans race 1966. The champagne bottle was slightly warm when the winning driver, Jo Siffert, climbed onto the podium, and the cork popped out with the pressure, spraying a fine shower over the delighted audience below. Since then, Mumm Cordon Rouge, emblazoned with its legendary red ribbon, has become the ultimate icon of the celebration of victory.

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Formula E CEO Alejandro Agag with Mumm Cordon Rouge Jeroboam (Photo: Marta Rovatti Studihrad). Click to buy

César Giron, Chairman and CEO of Maison Mumm , comments: “We are extremely excited by this new global sponsorship which captures the avant-garde spirit of Mumm.Mumm and Formula E share the same values of passion, innovation and a quest for excellence, as well an ambition to bring the thrill of the celebration of victory to people across the world. Together with Formula E, Maison Mumm is committed – as it has always been – to driving the future.”


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