Luxury brands like Louis Vuitton and Moet will be present on the Formula 1 grid from next year, thanks to a 10-year global collaboration between Liberty Media and LVMH, which is estimated to be worth $1 billion. Beginning with the 2025 season, the agreement will expand LVMH’s already significant presence in Formula One racing by involving the company’s brands in hospitality, activations, and limited editions.
Watch brand TAG Heuer will replace Rolex as the sport’s official timekeeping partner after a 12-year partnership with the Swiss firm is coming to an end. This change has no bearing on TAG’s current partnership with Red Bull or the Monaco Grand Prix. The LVMH conglomerate and Formula One had a successful partnership last year when the latter’s Moet Hennessy brand sponsored the 2023 Las Vegas Grand Prix, which was supported by F1 owners Liberty.
LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media. 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, said Liberty president Greg Maffei.
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, the 61-year-old American added.
Moet & Chandon, which was formerly the champagne sprayed during podium celebrations at most races, is expected to make a comeback under the new agreement. It’s unclear, though, how other LVMH-owned luxury brands, like Louis Vuitton, will fit in. F1 president Stefano Domenicali praised the agreement as a “landmark” collaboration between the two brands when he announced the pact, and he confirmed that further information would be revealed in the coming year.
Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so 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 for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport, he said.
The move is the latest venture into the sport for LVMH, who also have sponsorship deals with the Olympics, Paralympics, Premier League, FIFA World Cup, and the NFL. Bernard Arnault, Chairman and CEO of LVMH Group, admitted that the people, the quest for excellence, and the passion for innovation are at the heart of the activity of our Maisons and Formula 1.
In motorsport, as in fashion, watchmaking, or wines and spirits, every detail counts on the path to success. 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 that we want to bring to this great and unique partnership between Formula 1 and our group. Arnault insisted.
