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9mo ago

LVMH Secures 10-Year Global Sponsorship Deal with Formula 1

The partnership will see LVMH brands like Louis Vuitton, Moët Hennessy, and TAG Heuer enhancing Formula 1's global appeal starting in 2025.

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BAHRAIN, BAHRAIN - MARCH 02: Max Verstappen of the Netherlands driving the (1) Oracle Red Bull Racing RB20 leads Charles Leclerc of Monaco driving the (16) Ferrari SF-24 during the F1 Grand Prix of Bahrain at Bahrain International Circuit on March 02, 2024 in Bahrain, Bahrain. (Photo by Rudy Carezzevoli/Getty Images)

Overview

  • LVMH replaces Rolex as the global partner of Formula 1, ending Rolex's sponsorship since 2013.
  • The partnership will launch at the Melbourne Grand Prix in March 2025, coinciding with Formula 1's 75th anniversary.
  • LVMH aims to integrate its luxury brands into Formula 1 through hospitality, bespoke activations, and exclusive content.
  • The deal underscores LVMH's strategy to deepen ties with sports, following its significant sponsorship of the 2024 Paris Olympics.
  • Financial terms were not disclosed, but the partnership is valued at hundreds of millions of dollars over the decade.