F1 unveils ten-year global partnership with LVMH from 2025

Formula One has announced a ten-year global partnership with French luxury goods company LVMH.

Contract:

• Several of LVMH’s brands will be involved in the partnership, including Louis Vuitton, Moet Hennessy and Tag Heuer
• Deal will be activated through hospitality, limited edition releases and bespoke events
• Further details of the partnership will be announced in early 2025

Context:

First reported by Coronet in July, the long-expected deal has finally been confirmed. The contract is purportedly worth US$150 million per season which, if true, would make the partnership worth an unprecedented US$1.5 billion.

The named brands give an indication of how this partnership will work, with Tag Heuer expected to replace Rolex as the official timepiece of Formula One. Moet Hennessy will likely take over from Ferrari Trento, which has served as the official sparkling wine of the series since 2021. The introduction of Louis Vuitton is perhaps the most intriguing, with the luxury brand able to target the intersection between sport and fashion.

There will likely be other brands that will be announced at a later date as part of this unprecedented contract, but Formula One has clearly been unable to resist the sheer power of LVMH’s portfolio despite existing companies not wanting to leave the series due to its current popularity levels.

Comment:

Bernard Arnault, chairman and chief executive of LVMH Group, said: “The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula One. 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 One and our Group.”

Stefano Domenicali, president and chief executive of Formula One, added: “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 One 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.”

Coming next:

This announcement comes ahead of Formula One’s second US race of the season. The Circuit of The Americas will host the US Grand Prix from 18th to 20th October.

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