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Pernod Ricard's GH Mumm Champagne brand is to sponsor the FIA Formula E Championship - the world’s first all-electric racing series.

GH Mumm is the Champagne sponsor of Formula E racing

GH Mumm is the Champagne sponsor of Formula E racing

The brand has a long association with racing - it has officially partnered Formula One since 2000. A spokesperson for the company told just-drinks: "The current Formula One season is still in play as is our partnership."

The company would not disclose the level of investment in the new Formula E sponsorship. The spokesperson said: "This new sponsorship with Formula E is consistent with the values of the brand: innovation, celebration of victory and pushing the boundaries."

Last month, Pernod Ricard secured a partnership with Austrian design duo Mischer'Traxler to launch a limited expression of its Perrier-Jouët Champagne in the UK.


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