In October 2024, French luxury conglomerate LVMH announced a significant 10-year partnership with Formula 1, set to commence in 2025. This agreement encompasses several of LVMH’s prestigious brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, effectively replacing Rolex, which had been a longstanding sponsor since 2013.
The partnership is valued at approximately $100 million annually, reflecting LVMH’s strategic initiative to enhance brand visibility through high-profile sports events. This move follows their substantial investment in the Paris Olympics, where they paid €150 million to become the premium sponsor.
As part of the collaboration, LVMH brands will provide hospitality services, bespoke activations, and content related to Formula 1. Louis Vuitton, for instance, has been designing custom trunks for the F1 trophy for the past four years. Moët Hennessy will reintroduce champagne on the winners’ podium, replacing the Italian sparkling wine from Ferrari Trentino. TAG Heuer, which previously served as the official timekeeper from 1992 to 2003, will resume this role.
Stefano Domenicali, President and CEO, Formula 1, said: “We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.
“The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton.”
Pietro Beccari, Chairman and CEO, Louis Vuitton, added: “I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision.
“The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
LVMH’s CEO, Bernard Arnault, emphasized the alignment between the luxury brand and Formula 1, noting that both industries share a commitment to excellence and innovation. He stated, “The people, the quest for excellence and the passion for innovation are at the heart of the activity of our maisons and Formula One.”
Louis Vuitton trophy trunk 2021
Louis Vuitton’s connection to motorsports was established in 2021 with the creation of a custom Trophy Trunk for the Formula 1 Grand Prix de Monaco. This partnership strengthens its legacy of crafting bespoke trunks for high-profile events such as the FIFA World Cup, Ballon d’Or, and the Olympic Games.
Louis Vuitton’s collaboration with Formula 1 is a cornerstone of the Global LVMH Partnership, highlighting their shared commitment to excellence as fashion, culture, entertainment, and sports merge more than ever before.
As the 2025 Formula 1 season begins in Melbourne on March 16, Louis Vuitton will play a prominent role in the race proceedings. With the tagline “Victory travels in Louis Vuitton,” the brand aims to enhance the prestige of Formula 1 while honoring the excellence of both athletic and engineering achievements.