WWD

FRANCORCHAMPS, Belgium — Moët & Chandon is betting on Formula 1 to help it race ahead of the competition.

The Champagne brand on Sunday celebrated a milestone in its historic relationship with the motorsports championship: the Belgian Grand Prix was its first as title sponsor of a race since parent company LVMH Moët Hennessy Louis Vuitton signed a 10-year deal to become the global luxury partner of Formula 1.

The day before the race, Sibylle Scherer, chief executive officer of Moët & Chandon, stood on the starting grid at the Spa-Francorchamps circuit and beamed as she looked up at the red-and-white brand logo emblazoned above the starting lights.