LVMH enters into 10-year cooperation with Formula 1

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LVMH has become a global sponsor of Formula 1 under a new 10-year agreement, effective from the Melbourne Grand Prix in March 2025. The partnership brings together the worlds of motorsport and fashion as the industries become increasingly interconnected.

As part of the deal, LVMH brands will provide hospitality, personalized activations and Formula 1 content, including Louis Vuitton (which has been designing a custom F1 trophy case for the past four years), Moët Hennessy and Tag Heuer (which was the official timekeeper from 1992 to 2003). .

Financial terms were not disclosed and further details will be announced in early 2025. LVMH replaces Rolex, which has sponsored Formula 1 since 2013.

“People, the pursuit of excellence and a passion for innovation are at the heart of the activities of our maisons and Formula 1. In motorsport, as in fashion, watchmaking or wines and spirits, every detail counts on the path to success,” said the CEO and president in a statement LVMH Bernard Arnault. “Both in our workshops and on tracks around the world, this constant quest to break boundaries inspires our vision and this is the meaning we want to give to this great and unique partnership between Formula 1 and our group.”

Fashion fell in love with the world’s highest racing class, powered by Netflix Formula 1: Drive to survive a show in which Lewis Hamilton is one of the other star drivers. The feeling is mutual. Brands such as Red Bull’s Ferrari and AlphaTauri have dipped their toes into fashion as they look to expand F1’s status into a luxury lifestyle brand franchise spanning multiple sectors.

“In recent years, Formula 1 has truly become one of the most sought-after sports in the world. It is a vibrant discipline that reflects a number of values ​​that are very important to us, such as innovation, team spirit and performance,” Frédéric Arnault, CEO of LVMH Watches, which oversees Tag Heuer, said in a statement. “Over the years, several of our homes have also chosen to invest in Formula 1, whether to create unique experiences or to celebrate. Through our homes and the knowledge of our group, we want to further develop the dimension of experience that Formula 1 provides around the world. We are only at the beginning of this cooperation, but the seasons that lie ahead promise to be extraordinary.”