F1 and LVMH sign major agreement from 2025

If further proof were needed that the Formula 1 is no longer this championship in full decrepitude, only interesting the nerds of the discipline and a few sixty-something CSP+ nostalgic for the period Cheers-Senna, the announcement of the partnership between F1 and the LVMH group is the perfect illustration of this. Already very visible this summer on the occasion of the Paris 2024 Olympic Games, the group chaired by Bernard Arnault will become a global partner of Formula 1 from 2025 as part of a 10-year agreement in which several emblematic LVMH Houses will be involved: Louis Vuitton, Moët Hennessy and TAG Heuer.

The spoils of war are huge for the world's leading luxury group, since the F1 world championship, thanks to Liberty Media's avant-garde ideas since 2017, has become a theatre of communication as powerful as it is modern, and above all in tune with the times. The signing of this contract is indeed not insignificant, since it will shake up some habits within a discipline that is not lacking in them, starting with the very existence of a global partnership of this kind.

Three luxury brands for a partnership

The watch brand TAG Heuer will indeed replace Rolex and its characteristic green, which should not alter the Swiss watch manufacturer's existing contract with Red Bull, while Moët Hennessy champagne should flow freely on the post-Grand Prix podiums to celebrate the victories of each. As for Louis Vuitton, the outlines of the partnership remain to be revealed, but why not imagine the title sponsorship of a Grand Prix?

LVMH and F1 partners for 10 years. © LVMH

“People, the search for excellence and the passion for innovation are at the heart of the activity of our Houses and of Formula 1, explained LVMH President Bernard Arnault. In motorsport, as in fashion, watchmaking or wines and spirits, every detail counts on the path to success. In our workshops as on circuits around the world, it is this relentless search for disruption that inspires our vision, and this is the meaning we want to give to this great and unique partnership between Formula 1 and our Group. 

Details to be revealed in 2025

LVMH and its teams will provide Formula 1 with their expertise through hospitality, tailor-made activations, limited editions and exclusive content, according to the joint communication from the two groups. It is also specified that the details of this massive partnership would be unveiled in early 2025, in what will be an anniversary year for Formula 1, which will celebrate its 75th anniversary. At a time when French F1 is going through a crisis, between the disappearance of the French Grand Prix and the announced end of the engine Renault, this news contributes somewhat to restoring the French reputation.

Formula 1 has today announced that LVMH, the world leader in luxury, will become a Global Partner from 2025 with a historic 10-year agreement#F1 https://t.co/qbFJU5bJPe

- Formula 1 (@ F1) October 2, 2024

“LVMH and Formula 1 are two global brands that constantly push the boundaries of creativity and innovation, values ​​that are dear to Liberty Media., said Greg Maffei, CEO of Liberty Media. The collaboration with one of the LVMH Houses during the Las Vegas Grand Prix last year won us over, and that is why we wanted to extend our relationship with the Group today, which is becoming a Worldwide Partner. This rapprochement with LVMH demonstrates the ambition we have for Formula 1: to extend its influence and reach on a global scale. We look forward to working with Bernard and Frédéric Arnault.” F1 may not be completely finished with France after all...

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