LVMH and Formula 1 Team Up for a $100M Deal

LVMH and Formula 1 have announced a 10-year brand partnership, marking a significant collaboration between the luxury conglomerate and the world of motorsports. 

This partnership aims to further connect LVMH’s prestigious brands with the growing motorsports community. Although the financial terms remain undisclosed, sources told WWD that the deal is valued at just under $100 million.

Bernard Arnault, CEO of Moët Hennessy Louis Vuitton, shared his thoughts on the collaboration on WWD: “Whether it’s motorsport, fashion, watchmaking, or wines and spirits, success is found in every detail. In both our ateliers and on the racetrack, it’s the constant push to exceed limits that shape our vision, and this is the essence of our partnership with Formula 1.”

Set to officially kick off at the Melbourne Grand Prix in March, details about the project remain under wraps. However, brands under the LVMH umbrella, such as Louis Vuitton, Tag Heuer, and Moët & Chandon, are expected to be part of the upcoming collaborations. The group will also play a role in celebrating Formula 1’s 75th anniversary in February 2025.

Formula 1’s appeal has surged among younger audiences in recent years, injecting fresh excitement into the sport. This has led to collaborations like the ongoing partnership with rapper A$AP Rocky and PUMA, resulting in exclusive apparel and sneaker drops, as well as a new multi-year deal with LEGO announced in September.