One thing Monaco does better than anywhere else is turning a sporting event into a luxury experience.
Moët & Chandon’s presence throughout the 2026 Grand Prix made that especially clear. From the iconic poolside activation to the podium celebration, the brand was woven into some of the most visible moments of the weekend.
That visibility matters because Monaco has always been about more than racing. The circuit is already one of the most recognisable backdrops in sport, and brands that show up there are not just sponsoring the event, they are becoming part of the atmosphere around it.
Moët & Chandon’s role as official champagne for the Automobile Club de Monaco and Formula 1 also reinforces how closely luxury and motorsport now overlap. In Monaco, the race is only part of the spectacle.
The rest is image, ritual and positioning.
