Driving The Future - MUMM Announces its Sponsorship of Formula E

Sebastien Buemi & eDams win the 2015 Beijing ePrix

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.
 
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. 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.
 
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. Current sponsorships include the Kentucky Derby horse race and, in sailing, the Hydroptère, the world’s fastest trimaran, both of which epitomise a drive to push the limits and experience the thrill of victory.

Maison Mumm is also renowned for its 15-year partnership with Formula One, during which the jeroboam of Cordon Rouge, the pride of the Mumm cellars in Reims, became a focal point of the winner’s celebrations. Now witnessed by millions worldwide, the famous champagne spray is a tradition which began – by accident – almost 50 years ago, at the Le Mans 24 Hour race in 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.
 
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.”

 
ABOUT MAISON MUMM
Mumm is part of Martell Mumm Perrier-Jouët, the prestigious cognac and champagne business of Pernod Ricard, world’s co-leader in Spirits & Wines. With its distinguished heritage dating back to 1827, Mumm is the leading international champagne House in France and third worldwide*. Mumm Cordon Rouge, recognisable by its red ribbon—a symbol of excellence—is the perfect embodiment of the spirit of the House: it stands out through the freshness and intensity of its style, which successive generations of cellar masters have successfully maintained and handed down. * IWSR 2014

ABOUT THE FIA FORMULA E
Formula E is a ground-breaking FIA championship and the world’s first fully-electric racing series. It represents a vision for the future of the motor industry, serving as a framework for research and development around the electric vehicle, accelerating general interest in these cars and  promoting sustainability. The first season began in Beijing in September 2014 and completed in London in June 2015, racing in 10 major cities (11 races) around the world. The championship sees 10 teams, each with two drivers, going head-to-head to create a unique and exciting racing series designed to appeal to a new generation of motorsport fans. Season two gets underway in October in Beijing where the series becomes an ‘open championship’ allowing approved manufacturers to develop new powertrain solutions. Future seasons will see the regulations open up further allowing manufacturers to focus on improving battery technology. Find more information on www.fiaformulae.com

MEDIA ENQUIRIES - Maison Mumm

Antoine Flament
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Source: G.H.Mumm

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