The innovative partnership between LVMH and Formula 1 marks a new era in the fusion of luxury and motorsport, involving increased brand exposure on winners’ podiums and a multi-million dollar sponsorship deal.
As the world’s leading luxury conglomerate, LVMH (Louis Vuitton Moët Chandon Hennessy) brings its unmatched craftsmanship, heritage, and prestige to one of the most high-profile sports on the planet: The Formula 1.
This decade-long collaboration will see LVMH brands integrated across multiple facets of Formula 1, from podium celebrations featuring Moët & Chandon to Louis Vuitton-crafted trophy cases and the presence of high-end fashion labels throughout race weekends.
More than just a sponsorship, this alliance represents a strategic move to elevate the exclusivity and sophistication of Formula 1, attracting an even broader audience of affluent consumers and luxury enthusiasts.
Louis Vuitton’s collaboration with Formula 1 marks a bold step in the fusion of high fashion and elite motorsport. This groundbreaking alliance exemplifies the growing intersection between luxury brands and major global sporting events, offering a new level of exclusivity and refinement to the motorsport world.
By combining LVMH’s heritage of craftsmanship with the adrenaline-fueled excitement of Formula 1, both entities aim to redefine the spectator experience and engage a wider, more diverse audience.
However, the true scale of LVMH’s involvement turned out to be far more significant than expected, with the company securing a staggering $1 billion sponsorship deal that cements its influence across various aspects of the sport.
Moët & Chandon is set to become the Official Champagne of Formula 1, marking the beginning of a prestigious alliance between two globally recognized brands. As the exclusive champagne for celebrating Formula 1 victories, Moët & Chandon will be at the heart of podium celebrations, adding an extra touch of elegance to each Grand Prix triumph.
Beyond the celebrations, this partnership aims to create extraordinary experiences for fans worldwide, uniting the exhilarating world of motorsport with the refined heritage of luxury champagne.
Louis Vuitton is taking its involvement in Formula 1 to new heights in 2025 by becoming the official Trophy Trunk partner. Each winner’s trophy will be housed in a meticulously crafted trunk, designed in Louis Vuitton’s historic Asnières workshop. These bespoke cases, adorned with the brand’s signature Monogram canvas and featuring a ‘V’ emblem in the colors of the host nation, will further enhance the grandeur of the championship.
TAG Heuer’s longstanding association with motorsport reaches its pinnacle as the official timekeeper for Formula 1. This partnership signifies TAG Heuer’s expertise in precision timekeeping, a crucial element in the high-octane world of F1 racing.
Adding another layer of exclusivity to the 2025 season, Louis Vuitton has been named the title sponsor of the Australian Grand Prix, officially rebranding the event as the Formula 1 Louis Vuitton Australian Grand Prix 2025. This historic partnership is a significant milestone for both the luxury house and the world’s premier motorsport competition, promising an unforgettable spectacle.
Additionally, Moët & Chandon will headline the Formula 1 Moët & Chandon Belgian Grand Prix 2025, ensuring that the season is celebrated with the finest champagne at one of the most iconic races on the calendar.
LVMH Moët Hennessy Louis Vuitton, commonly known as LVMH, is a French multinational conglomerate and the world’s leading luxury goods company. LVMH is home to 75 prestigious Houses, each with its own identity.
The partnership between LVMH and Formula 1 is for 10 years, beginning in 2025. The luxury brand and the motorsports body announced the deal in October 2024.
With a $163 million investment in one of the world’s biggest sporting events, the 2024 Paris Olympics, LVMH ensured that its brands were front and center during key ceremonies. Berluti dressed the French Olympic team, Cheval Blanc hotels were prominently featured in the broadcast, and Dior outfitted A-list performers, including Celine Dion.
Meanwhile, Olympic medalists were awarded Chaumet-crafted medals encased in Louis Vuitton-designed presentation boxes, while millions of visitors flocked to LVMH-owned luxury department stores like Le Bon Marché Rive Gauche.
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