Formula 1 has agreed to a massive $1 billion deal with the LVMH group (Moët Hennessy Louis Vuitton) for the next 10 years, equating to $100 million per single season. This move comes at a high point for the sport, as Formula 1 continues to attract a more diverse audience and expand its global reach. The rise in fan engagement has made partnering with the motorsport giant a logical next step for the iconic company. With their partnership beginning this year, fans will have to adjust to a few notable changes.
Firstly, the official F1 timekeeper has changed from Rolex to TAG Heuer. This transition also marks the end of the iconic Rolex crown logos, which often created clever images when paired with fast photographers and well-placed drivers beneath them. The change sparked a brief discussion among fan forums, as TAG Heuer is also the official sponsor of Red Bull Racing.
That debate can now be put aside with another major announcement: Louis Vuitton has become the Title Partner for the first race of the new F1 season in Melbourne, officially named the Formula 1 Louis Vuitton Australian Grand Prix 2025. Fans can expect to see the brand featured prominently in trackside visuals – marking the first time the company has taken such a role, despite already being a partner of the Monaco Grand Prix since 2021. Similar to Monaco, where Louis Vuitton provides Trophy Trunks under the flagship of the Automobile Club de Monaco, we should see the brand’s signature LV stamped across the trophy cases at other races as well.
Stefano Domenicali, President and CEO of Formula 1, emphasized the shared values between Louis Vuitton and Formula 1 – such as innovation, excellence and creativity – and added:
“The entry […] not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition.”
The LVMH group also owns several other luxury brands, including Moët & Chandon champagne. That could mean that in 2025, we may say goodbye to Ferrari Trento sparkling wine on the podium and instead welcome real champagne being sprayed by the top 3 drivers in celebration.
The global partnership between LVMH and Formula 1 is expected to grant them the right to select multiple races for title sponsorship, with Australia marking the first. Other races will continue to feature the names of traditional F1 sponsors: Aramco, AWS, Crypto.com, Etihad Airways, Heineken, Lenovo, MSC Cruises, Pirelli, Qatar Airways, Singapore Airlines and STC – leaving only Monaco, Bahrain, Belgium and Mexico without one. With Monaco already tied to TAG Heuer, it could be next in line for an LVMH sponsorship, meaning there are only three to choose from.
With LVMH entering the world of Formula 1 in such a prominent way, could more high-end brands be tempted to make their own mark on the pinnacle of motorsport?