Formula 1 and the LVMH Group have announced a historic 10-year global partnership, which will see several of LVMH’s iconic brands, including Louis Vuitton, Moët & Hennessy, and TAG Heuer, become integral parts of the Formula 1 experience.
The partnership, which will kick off at the start of the 2025 season, marks a significant moment for both organisations. Formula 1 is celebrating its 75th anniversary next year, and this alliance with LVMH, a global leader in luxury, is expected to elevate the sport’s prestige and appeal.
The partnership will combine the world of high-performance motorsport with the elegance and craftsmanship of luxury brands. Fans can expect to see exclusive activations, limited editions, and bespoke experiences that blend the thrill of racing with the refined art de vivre associated with LVMH.
Greg Maffei, President and CEO of Liberty Media, expressed his excitement about the partnership, stating that it aligns perfectly with Formula 1’s vision of growth and innovation. Bernard Arnault, Chairman and CEO of LVMH Group, highlighted the shared values of excellence and passion that drive both organisations.
Stefano Domenicali, President and CEO of Formula 1, highlighted the partnership’s potential to enhance the fan experience and further solidify Formula 1’s position as a global sport. Frédéric Arnault, CEO of LVMH Watches, noted the synergy between Formula 1 and LVMH’s brands, noting the shared values of innovation and team spirit.
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