Source – WWD
The luxury brands group LVMH has announced today that it will become a Global Partner of Formula 1 in 2025, the year the sport will celebrate its 75th anniversary.
Formula 1 has announced a landmark 10-year partnership with the world-renowned luxury conglomerate LVMH, setting the stage for a collaboration that merges the fast-paced thrill of motorsport with the refined craftsmanship and elegance of iconic brands. The historic deal will involve several of LVMH’s most prestigious Maisons, including Louis Vuitton, Moët Hennessy, and TAG Heuer, and is slated to kick off in the 2025 season. This agreement marks a significant moment in the convergence of global sport and luxury, as the worlds of high-speed racing and timeless artistry come together in an unprecedented way.
Both Formula 1 and LVMH have described the partnership as a perfect alignment of values—an agreement that showcases creativity, excellence, and innovation. With F1 experiencing an incredible surge in global popularity, this collaboration is poised to take the sport to even greater heights, offering fans and clients an unparalleled experience that blends the adrenaline of racing with the sophistication of luxury living.
The partnership comes at a time when Formula 1 is more culturally relevant than ever. As its audience grows across the globe, its status as a bridge between sport and entertainment has become clearer, and the partnership with LVMH will only strengthen that position. The collaboration will bring together F1’s cutting-edge innovation and the craftmanship LVMH is known for, creating a synergy that offers thrilling sporting moments paired with elegant experiences for those who value the finer things in life.
From the inception of Formula 1 in 1950 to the present day, LVMH and its Maisons have played a role in the sport’s history, whether through partnerships or collaborations during key moments. This new agreement, however, represents a new chapter in the relationship, one that promises to redefine how luxury and motorsport coexist. Each Maison involved in the partnership will bring its own unique heritage, energy, and expertise to the table, contributing to an experience unlike anything seen before in the world of F1.
While details of the partnership will be fully revealed in early 2025, the potential for collaboration is immense. LVMH’s involvement is expected to extend beyond traditional sponsorship, with each Maison offering its unique flair to enhance the F1 experience, both on and off the track. Whether it’s exclusive events, bespoke creations, or unique fan experiences, the possibilities seem endless, and both sides are excited to see how the collaboration will unfold.
Greg Maffei, President and CEO of Liberty Media, which owns Formula 1, emphasized the importance of this deal. According to him, this partnership is emblematic of the future vision of Formula 1 as a global brand. “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation,” he said, highlighting the successful collaboration with one of LVMH’s Maisons during the 2023 Las Vegas Grand Prix as a preview of what’s to come. With LVMH now a Global Partner, the opportunity to expand their commercial arrangements is a testament to the shared values between the two companies.
LVMH Chairman and CEO Bernard Arnault echoed this sentiment, pointing out the parallels between the worlds of motorsport and luxury. “In motorsport, as in fashion, watchmaking, or wines and spirits, every detail counts on the path to success,” he said. For Arnault, it is this shared commitment to breaking boundaries that makes the partnership between Formula 1 and LVMH so meaningful. Whether it’s in their workshops or on racing circuits, both entities are driven by the same quest for excellence and innovation.
Formula 1 President and CEO Stefano Domenicali also expressed his excitement about the partnership, calling it a “landmark” moment for both companies. As F1 continues to grow its global audience and attract more diverse fans, the strength and breadth of LVMH make it an ideal partner. Domenicali believes the partnership will further elevate the experience of F1 fans while maintaining the sport’s deep heritage.
Frédéric Arnault, CEO of LVMH Watches, added that Formula 1 has truly become one of the most desirable sports in the world, thanks to its vibrancy and alignment with key values such as innovation, team spirit, and performance. Arnault emphasized that LVMH’s Maisons have long been invested in F1, contributing to unique experiences and celebrations that have already added to the sport’s allure. With this new partnership, Arnault believes the experiential aspect of Formula 1 will grow even further, offering fans an extraordinary connection to both the sport and the luxury brands involved.
As Formula 1 and LVMH embark on this decade-long collaboration, fans and luxury enthusiasts alike can expect a partnership that pushes the boundaries of both worlds. The seasons ahead promise to bring a new level of excitement, as two global icons come together to create something truly unique. With more details to come in 2025, anticipation is already building for what could be a game-changing era in the intersection of motorsport and luxury.
