Mumm Champagne celebrates the greatest victories since 1827: yachting, Formula 1, Formula E, Football... In 2016, the prestigious brand was looking for an iconic personality associated with victory to promote its DARE, WIN, CELEBRATE values and support its international development over the long-term


WILLIE BEAMEN suggested the unique partnership between the fastest man of all time and the Red Sash brand. Usain Bolt, known for his performances on the athletics track, but also in night clubs, has therefore been appointed as MUMM’s Chief Entertainment Officer.

The agency has set up a powerful digital strategy mainly based on Bolt's social media accounts to disseminate his messages. The iconic sportsman was also involved with the major events of the different subsidiaries and is fully committed to his role as ‘CEO’.

Major activations have also been organised, such as Usain Bolt's first Holographic DJ or a gigantic 3D mapping for the 2017 New York E-Prix.


After 1 year, MUMM has become the 2nd most quoted Champagne brand on social media, the partnership is considered positive by 97% of fans and has therefore become the most effective endorsement between an athlete and a Champagne brand.

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