Formula 1 Announces a Historic 10-Year Global Partnership with LVMH
On October 2nd, Formula 1 announced a decade-long partnership with luxury brand LVMH, marking the sport’s 75th anniversary.
This new deal will include several of the luxury house’s brands, including: Louis Vuitton, Moët Hennessy and TAG Heuer. The brands will now be involved in hospitality, activations and limited editions in addition to the sponsorship activities that they are already involved in with Formula 1. Further details about the partnership will be announced in early 2025.
The deal will start next season and is intended to bridge the gap between sport and entertainment. It will bring together LVMH’s values of creativity and excellence with Formula 1’s values of innovation and high performance and give enthusiasts, fans and clients unmatchable experiences that combine thrilling sport and elegant art de-vivre, wheel-to-wheel racing and time-tested craftsmanship.
The partnership comes after the relationship between the two brands strengthened and especially flourished last year when LVMH’s Moet Hennessy brand sponsored the Las Vegas Grand Prix in 2023. The president of Liberty Media has said that “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 two brands are united by their common values. The Chairman and CEO of LVMH Groupsaid that, “The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success”. Both brands constantly push theboundaries of what’s possible to give their customers the best experiences both in the fashion industry and in the world of racing.
The President and CEO of Formula 1, Stefano Domenicali, has said that, “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”.
The deal also comes at a time when Formula 1 is continuing its global growth and attracting new and more diverse audiences. The president has also said about the partnership that “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.”
Frédéric Arnault, CEO of LVMH Watches has also expressed his approval of the partnership, “In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance”.
While we are waiting for more details about the partnerships, it is already clear that both brands are very eager to start working together. Several LVMH brands have already collaborated with Formula 1 to create unforgettable, unique experiences and moments of celebration for their customers. With the new deal, they are both looking to grow this experiential dimension that Formula 1 provides all over the globe. While they’re only at the beginning of this journey the upcoming seasons promise to be extraordinary.