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F1 ends Mumm champagne partnership deal
Formula 1 has ended its 15-year sponsorship deal with Mumm, the brand of champagne used during the podium ceremony.
Darshan Chokhani
Edited: Jan 14, 2016, 3:43 PM
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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 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," it added.
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