Luxury conglomerate LVMH has announced a historic partnership with Formula One, starting from the 2025 season. The biggest change could be visible moments before David Croft's iconic "It's lights out and away we go!" with the Rolex clock being potentially replaced by the TAG Heuer one.
As is the trend among the grid lately, this partnership is set to blend the worlds of high-speed motorsport with high-end luxury. We could see potentially more of LVMH brands coming into the spotlight, through different visual avenues, perhaps Moët & Chandon elevating the iconic champagne sprays. The financials, while not officially disclosed, are rumoured to hover around a staggering $1 billion.
Greg Maffei, President and CEO, of Liberty Media, said: “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.
“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 latest deal goes beyond branding, promising everything from exclusive hospitality to limited-edition collaborations, all while blending the “thrilling sport and elegant art-de-vivre,” as LVMH likes to call it. The company's influence in F1 isn't new, with Louis Vuitton designing the Monaco Grand Prix trophy case since 2021, LVMH-owned Berluti signing French driver Pierre Gasly as an ambassador, and Dior bringing seven-time champ Lewis Hamilton on board to design a capsule collection. Additionally, Tag Heuer has been keeping time for Red Bull Racing since 2016.
With potentially more of its brands foraying into the grid, the move follows LVMH’s growing interest in sports, as seen in its recent premium sponsorship of the Paris Olympics.
