Which Champagne brands sponsor major British sporting events?

British sporting events are some of the longest-standing accounts on the Champagne sponsorship map. Wimbledon, Royal Ascot, the British Grand Prix and Henley Royal Regatta are partnership properties that producers have competed for since the early twentieth century, and four houses in particular hold visible British roles today: Lanson, Bollinger, Moët & Chandon, and Pol Roger.

Here's where each currently sits — and a few partnerships that have changed hands recently.

Lanson — Wimbledon

The longest-running and most visible Champagne tie in British sport is Lanson at Wimbledon. The Reims house has been a supplier to the All England Lawn Tennis Club since 1977 and the Official Champagne Partner since 2001. The partnership was renewed in 2023 for a further five years, taking it past the half-century mark.

The scale is unusual for a sports sponsorship. The All England Club serves roughly 150,000 glasses of Lanson across The Championships fortnight, mostly Lanson Le Black Création — the maison's rebranded NV (the former Black Label). Limited-edition Wimbledon-livery bottles are sold at the club and through travel retail. For Lanson, the Championships are by far the most concentrated point-of-sale event of the maison's calendar; for the AELTC, the partnership is one of its longest commercial relationships of any kind.

The structural reason the partnership has lasted: Wimbledon's tradition-heavy positioning aligns well with a house that has held a Royal Warrant to the British Royal Family since the late nineteenth century, and Lanson's preference for a brighter, no-malolactic style suits the warm-day, lawn-side context the event sells.

Bollinger — Aston Martin (and by extension, James Bond)

Bollinger does not have a direct stadium-or-club partnership but holds two of the most British-coded affiliations any Champagne house has assembled.

The first is the James Bond film franchise. Bollinger first appeared in an Ian Fleming novel (Diamonds Are Forever) and then on screen in Live and Let Die in 1973. The formal partnership dates to a handshake between "Cubby" Broccoli and the Bollinger family in the late 1970s; Bollinger has been the official Champagne of every Bond film since Moonraker (1979). Limited-edition Bond bottles — the Special Cuvée 007 line — appear with each new film. Bond is filmed largely at Pinewood Studios and the franchise's cultural identity is overwhelmingly British, which is why the partnership reads as a UK-market asset.

The second, announced in 2025, is the Aston Martin partnership. Bollinger became Official Champagne Partner of Aston Martin, and Aston Martin became Bollinger's Official Automotive Partner. The two firms cited their shared status as Royal Warrant holders as the strategic underpinning. The partnership covers VIP events, customer gatherings and launches globally, with a particular UK and European focus.

Moët & Chandon — Silverstone (British Grand Prix)

For the British Grand Prix, the situation has shifted recently. Throughout the 2020s the F1 podium across all races used Ferrari Trento (an Italian Trento DOC, not Champagne), which displaced Mumm in 2021. In 2025, Moët & Chandon announced a long-term partnership with Silverstone that names Moët as Official Champagne of the circuit from 2026 onwards, including a new VIP hospitality club tied to the Formula 1 weekend.

The Silverstone deal does not change the F1 podium itself — that remains Ferrari Trento under a series-wide contract — but it returns a Champagne house to the visible commercial fabric of the British Grand Prix at the level of hospitality and trackside identity.

Pol Roger — Royal Warrant and quiet UK presence

Pol Roger is unusual: it does not hold a single high-profile British event partnership, but it has built one of the most embedded UK-market presences of any Champagne house through three quieter channels.

• The maison holds a Royal Warrant as supplier to the British Royal Family, held continuously from the late Queen Elizabeth II's reign (Pol Roger was famously a favourite of Winston Churchill and, separately, of the late Queen Mother).
• Its prestige cuvée Sir Winston Churchill is named for the maison's most celebrated UK customer.
• After Sir Winston's death in 1965, Pol Roger added a black mourning border to its UK-market labels — a livery the maison still retains on bottles destined for the UK.

The cumulative effect is that Pol Roger reads as more "British" in the UK trade than its actual sponsorship footprint suggests.

The recent move out of Champagne — Henley Royal Regatta

A noteworthy structural shift: in 2023, Henley Royal Regatta announced Nyetimber — the West Sussex–based English sparkling-wine house — as its Official Sparkling Wine Partner. The Regatta had previously been Champagne territory across multiple producers over decades. The Nyetimber partnership covers the Stewards' Enclosure, Regatta Enclosure and the English Garden Bar.

Henley is the largest British sporting event to switch from a French Champagne to an English sparkling wine in this manner, and the move is widely read in the trade as a directional signal for the next decade of UK luxury sponsorships. English sparkling production has grown rapidly since the early 2010s and Nyetimber's positioning is calibrated to slot into the same hospitality footprint that Champagne houses have historically occupied at British prestige events.

Royal Ascot — multiple, no single official

Royal Ascot does not currently operate a single exclusive Champagne sponsorship. Moët & Chandon (including Moët Rosé Impérial) is served prominently across the Royal Enclosure and main hospitality footprint; other houses appear in box and private-hospitality contracts. Reports from the 2025 meeting list Moët as the most visible by far, but the event's commercial structure is more diffuse than Wimbledon's.

Reading the map

Four practical observations from the current map:

1. The biggest UK Champagne sponsorship by visible volume is still Lanson at Wimbledon. The 150,000-glasses-per-fortnight scale is unmatched at any other British event.
2. Royal Warrants matter more than direct event sponsorships for several houses (Pol Roger, Bollinger, Krug). The warrant is a UK-market commercial credential that does not require a sporting venue to anchor it.
3. F1 podium identity is no longer Champagne (Ferrari Trento), but the trackside hospitality contract at Silverstone returned to Moët for 2026.
4. English sparkling is moving in. Henley's shift to Nyetimber is the most prominent of several recent moves; expect more British events to follow over the next sponsorship-renewal cycle.

The pattern that holds, despite the shifts, is that British prestige events keep selecting partners whose own brand identity is built on heritage and continuity — which is why Champagne, when it does appear, tends to come from houses with long market lineages rather than the newer NV-led producers.