Formula 1 and LVMH sign 10-year partnership deal

Formula 1 and LVMH have inked a 10-year deal that will see the luxury conglomerate become a global partner for the series.

The deal will involve several of LVMH’s high-profile brands, including Louis Vuitton, Moet Hennessy and TAG Heuer, from the 2025 season onwards, and is said to include limited editions of its products, hospitality options and activations.

Moet Hennessy was one of the sponsors of F1’s revived Las Vegas Grand Prix last year, while TAG Heuer had been known to be in talks to replace Rolex as F1’s official timekeeping partner. The luxury watch brand has a rich history in motorsport and has been a long-time sponsor of the Monaco Grand Prix and the Red Bull team.

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media,” said Liberty Media’s CEO Greg Maffei.

“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 opportunity to scale our commercial arrangements is emblematic of the vision we have for Formula 1 as the business continues to grow its platform. We look forward to working with Bernard and Frederic Arnault in the years to come.”

Bernard Arnault, the chairman and CEO of the LVMH Group, added: “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 in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.”