French luxury giant LVMH has made a monumental move by securing a 10-year sponsorship deal with Formula 1, set to begin in 2025. The partnership will see some of LVMH’s most prestigious brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, come together in a global collaboration with the world’s most famous motorsport. While the specifics of the deal remain undisclosed, its potential impact on both Formula 1 and LVMH is already generating buzz across the globe.
This agreement marks a significant moment, bringing together the largest luxury conglomerate in the world and the most popular motorsports championship. The timing is impeccable, as Formula 1 is currently enjoying a period of unparalleled growth, capturing the imagination of audiences around the world. In a joint statement, both LVMH and Formula 1 emphasized that this deal is launching during a time of “incredible ongoing popularity, cultural relevance, and overall excitement for Formula 1 as a bridge between global sport and entertainment.”
For LVMH, this partnership is not just about brand visibility, but about connecting with the essence of Formula 1. Bernard Arnault, the chairman and CEO of LVMH Group, pointed out that the luxury brands under his group have a long history with Formula 1, dating back to the sport’s beginnings in 1950. Arnault stressed that the values of precision, excellence, and innovation are shared between motorsport and LVMH’s portfolio of luxury products.
“In motorsport as in fashion, watchmaking, or wines and spirits, every detail counts on the path to success,” Arnault said. “Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision. This is the meaning we want to bring to this great and unique partnership between Formula 1 and our Group.”
One brand within the LVMH family that is expected to gain immediate traction from this partnership is TAG Heuer. The Swiss luxury watchmaker has long been associated with motorsport, and its ties to Formula 1 are well-established through its ongoing partnership with Red Bull Racing and the Monaco Grand Prix. The new sponsorship deal will likely boost TAG Heuer’s visibility even further, solidifying its status as one of the most recognized luxury brands in the world of motorsport.
Frédéric Arnault, CEO of LVMH Watches and son of Bernard Arnault, echoed his father’s enthusiasm. “In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit, and performance,” he said. “For many years, several of our maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our maisons and the expertise of our group, we want to further grow this experiential dimension that Formula 1 provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”
This sponsorship deal signifies a major shift in Formula 1’s partnerships, as it replaces Rolex, which has served as the Global Partner and Official Timepiece of the Formula 1 World Championship since 2013. Speculation about LVMH stepping into this role had been circulating for months, but the rumors had recently quieted until this announcement was made.
Greg Maffei, president and CEO of Liberty Media, the majority owner of Formula 1, expressed his excitement about the partnership and his confidence in LVMH’s ability to elevate the sport. “We were thrilled to work with one of the LVMH maisons during the Las Vegas Grand Prix last year, and to now expand our relationship with the group as they become a Global Partner,” Maffei said. “The opportunity to scale our commercial arrangements is emblematic of the vision we have for Formula 1 as the business continues to grow its platform. We look forward to working with Bernard and Frédéric Arnault in the years to come.”
Formula 1’s CEO, Stefano Domenicali, also weighed in on the significance of this deal. As Formula 1 continues to expand globally, attracting new and diverse audiences, Domenicali emphasized that LVMH’s luxury portfolio perfectly aligns with the direction Formula 1 is heading. “The strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport,” Domenicali said. “This is a landmark partnership for both companies.”
Though the full details of the collaboration will not be revealed until early 2025, the potential impact of this partnership is already clear. The fusion of Formula 1’s thrilling, high-octane world with LVMH’s commitment to craftsmanship, innovation, and luxury promises to create something extraordinary. The upcoming seasons in Formula 1 will not only be a display of motorsport’s finest, but also a celebration of the luxurious lifestyle that LVMH embodies.
This deal marks a new chapter in the ongoing evolution of Formula 1, where the sport is increasingly intertwined with entertainment, luxury, and global culture. Fans of both motorsport and high fashion will be watching closely to see how this partnership unfolds, and what it will bring to the world of racing and luxury in the years to come.
Formula 1 Announces Historic 10-Year Global Partnership with Luxury Giant LVMH, Starting in 2025
