Formula One has announced that luxury watch brand Tag Heuer will be the title partner of the Monaco Grand Prix
Contract:
- This is the first-ever title partnership for the race
- A special logo has been created for the weekend and Tag Heuer will receive prominent signage around the track
- Tag Heuer Monaco clocks will be displayed throughout the paddock, a new fixture for Formula One in 2025
Context:
The increased commercialisation of Formula One is showing no signs of stopping, with the historic Monaco Grand Prix swept up in the movement. But a deal like this seemed more likely after the Automobile Club of Monaco (ACM) extended its contract with the series until 2031 last year.
Formula One’s owner Liberty Media and the ACM have had a frosty relationship at times. The series only took broadcasting control of the Monaco Grand Prix in 2023, which indicated the start of the ACM softening its stance towards Formula One. The most recent contract extension included an agreement for the race to move from its traditional slot on the last full weekend in May. From 2026, it will be held on the first full weekend of June.
Tag Heuer, though, has an existing relationship with the circuit, having partnered with the ACM since 2011 and been involved in previous Grands Prix, even while Rolex was Formula One’s official timekeeper. The LVMH-owned brand is replacing Rolex in this sponsorship category from this season as part of Formula One’s wider ten-year deal with the luxury goods conglomerate.
Comment:
“This is a truly fantastic moment in Formula One history as Tag Heuer becomes the first-ever title partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year,” said Stefano Domenicali, president and chief executive of Formula One.
“Tag Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event.”
Antoine Pin, chief executive of Tag Heuer, said: “Monaco is truly our spiritual home, encapsulating much of what we stand for at Tag Heuer.
“The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s push themselves to achieve their absolute best, we are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with Tag Heuer being the first to hold this prestigious title.”
Coming next:
The first-ever title sponsored Monaco Grand Prix will take place at the Circuit de Monaco from 23rd to 25th May.
Go deeper:
- Where is the next new F1 race going to happen?
- Breaking down F1’s sponsorship portfolio ahead of the 2025 season
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