LVMH and Formula 1 are embarking on a historic 10-year global partnership set to begin in 2025. Valued at approximately $1 billion, the partnership will create sponsorship opportunities for LVMH brands, including Louis Vuitton, Moët Hennessy, and Tag Heuer. This initiative marks a significant step in LVMH’s expansion into the world of sports, complementing its existing sponsorships that include the NFL, the FIFA World Cup, and the Olympics.
True to its status as the world’s largest luxury conglomerate, LVMH’s prestigious brands have established themselves as key players in the motorsport ecosystem. Luxury watchmaker Tag Heuer has been the official timekeeper for the Red Bull Racing team since 2016, while Louis Vuitton became the official luggage supplier and title sponsor of the Formula 1 (F1) racing team in 2021. Additionally, Moët & Chandon has served as the official champagne supplier for Formula 1 since 2017.
Bernard Arnault, chairman and CEO of LVMH Group, emphasized the shared values of excellence and innovation in this partnership: “The people, the quest for excellence, and the passion for innovation are at the heart of the activity of our Maisons and Formula 1.” He envisions this collaboration as an opportunity to provide unparalleled experiences that blend thrilling sports with the elegance of art-de-vivre. “In motorsport as in fashion, watchmaking, or wines and spirits, every detail counts on the path to success,” Arnault noted. “Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning we want to bring to this great and unique partnership between Formula 1 and our Group.”
A Match Made in Luxury and Speed
This collaboration arrives as Formula 1 enjoys “incredible ongoing popularity, cultural relevance, and overall excitement… as a bridge between global sport and entertainment,” according to a joint statement from both companies. Television shows like Netflix’s Formula 1: Drive to Survive, the film Gran Turismo, and documentaries such as Schumacher have played significant roles in bringing motorsport into the spotlight.
Stefano Domenicali, president and CEO of Formula 1, commented on the partnership, stating, “Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH. I am delighted to announce this historic partnership will begin in 2025. As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH make it the perfect partner to enhance the experience of our fans and the heritage of our incredible sport. This is a landmark partnership for both companies.”
Further details about the partnership are expected to be announced in early 2025, coinciding with Formula One’s 75th anniversary.
Featured image: @lvmh/Instagram
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