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LVMH and Formula 1: a decade of luxury and speed begins in 2025

French luxury giant LVMH has entered into a significant 10-year sponsorship deal with Formula 1, starting in 2025.

Por: Alejandro Carrillo October 3, 2024

LVMH and Formula 1 a significant 10-year sponsorship deal / Photo via LVHM

The global partnership LVMH – Formula 1 will involve several prestigious brands from the LVMH portfolio, including Louis Vuitton, Moët Hennessy, and TAG Heuer. While the financial terms of the agreement have not been disclosed, the collaboration marks a pivotal moment for both the luxury conglomerate and the world of motorsport.

The partnership is set to begin during a period of “unprecedented popularity, cultural significance, and overall excitement” surrounding Formula 1, as noted in a joint statement from both parties. This collaboration underscores the growing connection between the worlds of global sports and entertainment.

Bernard Arnault, chairman and CEO of LVMH, highlighted the historical ties between the group’s brands and Formula 1, noting that their involvement dates back to the sport’s inception in 1950. “In motorsport, as in fashion, watchmaking, or the production of wines and spirits, every detail is essential for success,” Arnault said. He emphasized the shared drive for pushing boundaries, both on the racetrack and in LVMH’s various luxury sectors, as the core of this unique partnership.

Luxury on the fast track

Among LVMH’s brands, TAG Heuer is expected to benefit most immediately from this new deal. The Swiss luxury watchmaker already has deep ties with Formula 1 through its partnerships with Red Bull Racing and the Monaco Grand Prix. This agreement will only strengthen TAG Heuer’s presence in motorsport, allowing it to further capitalize on its long-standing association with speed and precision.{

This new collaboration will see LVMH replace Rolex, which has been the official Global Partner and Timepiece of Formula 1 since 2013. Speculation about LVMH taking over the sponsorship had been circulating for months, but the discussions had quieted until the official announcement.

Greg Maffei, president and CEO of Liberty Media, Formula 1’s majority owner, expressed his excitement about expanding the relationship with LVMH. He recalled the successful collaboration with one of the LVMH brands during the Las Vegas Grand Prix last year and looked forward to deepening ties with the group. Maffei also noted that this partnership aligns with Formula 1’s vision to scale its commercial reach as the sport continues to grow globally.

Speed meets elegance

Formula 1 President and CEO Stefano Domenicali added that the alliance with LVMH is a strategic fit as the sport continues to attract new and diverse audiences worldwide. “The strength and breadth of LVMH makes it the ideal partner for us as we aim to continually enhance the fan experience and celebrate the heritage of this incredible sport,” Domenicali said, calling the agreement a landmark moment for both organizations.

Further details about the partnership will be revealed in early 2025, as both LVMH and Formula 1 look ahead to an exciting new chapter in their shared journey.

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LVMH and Formula 1: a decade of luxury and speed begins in 2025

Luxury on the fast track

Speed meets elegance

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Luxury on the fast track

Speed meets elegance

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