Formula 1 and LVMH Announce New 10 Year Partnership

photo credit @lvmh

President and CEO of Formula 1 Stefano Domenicali said:

“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 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. This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life.”

LVMH and Formula 1 announced on October 2, a 10-year partnership that is set to start in 2025. This partnership will involve several of LVMH’s Maisons, such as Louis Vuitton, Moët Hennessy, and TAG Heuer.

“From the birth of Formula 1 in 1950 to the modern day, LVMH and its Maisons have been a part of the sport. With this new partnership, both Formula 1 and LVMH are excited to write new chapters of this incredible story, with each Maison involved in bringing its unique expertise, heritage, and energy to heighten the collaboration,” as per LVMH.

CEO of LVMH Watches Frédéric Arnault said:

“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. 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.”-LVMH

According to Sports Illustrated, “Formula 1 is reportedly set for a significant shift in sponsorship as Rolex, the iconic timekeeping mainstay, prepares to conclude its partnership with the sport at the end of the current season. According to reports from Decalspotters, a reliable source in motorsport sponsorship and branding, the luxury watchmaker's logo will make its final appearance on the famous Grand Prix start clock this year.”

LVMH’s Maison TAG Heuer has been the official sponsor for the Oracle Red Bull Racing Formula 1 Team since 2016. “TAG Heuer is the official partner and timekeeper of the Oracle Red Bull Racing Formula 1 Team since 2016. The partnership has celebrated both brand’s biggest milestones, from World Championships, Monaco Grand Prix victories, and watch launches,” as per TAG Heuer.

In another collaboration, LVMH Maison Dior, announced in July 2024 that seven-time Formula 1 champion Lewis Hamilton was the newest Dior ambassador for the Men’s collection. Dior said, “The House is pleased to welcome Seven-Time Formula 1 World Champion @LewisHamilton as the newest Dior Ambassador for the men’s collection. Fresh from his victory at the British Grand Prix, this momentous announcement kicks off with the release of a lifestyle capsule designed as part of a guest collaboration with Dior’s Creative Director of Menswear, @KimJonesStudio — reaffirming a lasting legacy of embracing icons who redefine what is possible.”

Chairman and CEO of LVMH Group Bernard Arnault said:

“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.”