Formula 1® and LVMH sign a monumental 10 year partnership 

“The unprecedented agreement between the world leader in luxury and the pinnacle of motorsport will launch at the beginning of next season at a time of incredible ongoing popularity, cultural relevance, and overall excitement for Formula 1 as a bridge between global sport and entertainment.”

LVMH Möet Hennessy Louis Vuitton SE, referred to as LVMH, is a global luxury goods conglomerate headquartered in Paris, France. It has just signed a 10-year agreement with Formula 1®, which will commence from 2025. LVMH Group will become a Global Partner of Formula 1®, and this alliance will include several iconic LVMH brands, such as Louis Vuitton, Möet Hennessy, and TAG Heuer. 

Formula 1® is owned by Liberty Media Corporation, a US based mass media company, based in Meridian, Colorado. Formula 1® will celebrate its 75th anniversary in 2025.

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From Left: Greg Maffei, President and CEO, Liberty Media. Bernard Arnault, Chairman and CEO, LVMH Group. Stefano Domenicali, President and CEO, Formula 1®. Frédéric Arnault, CEO, LVMH Watches. (Image credits – LVMH Website.)

In their own words, below.

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media. 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 Frédéric Arnault in the years to come.” – Greg Maffei, President and CEO, Liberty Media. 

“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.” – Bernard Arnault, Chairman and CEO, LVMH Group.

“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. As Formula 1 continues its global growth, attracting new and more diverse audiences, 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.” – Stefano Domenicali, President and CEO, Formula 1®.

“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. For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.” – Frédéric Arnault, CEO, LVMH Watches.

Our Thoughts

LVMH is a dynamic and unstoppable luxury goods conglomerate, with an increasing global footprint. Their brands are among the most desirable in the world, be it in watches, handbags, luggage, liquor to name a few categories. Recently, Vidya Prabhu wrote an article on the LVMH Watches division, a must read. TAG Heuer, an LVMH owned watch brand, is no stranger to the world of motorsport. We have covered their motorsport inspired watches a few times.

Formula 1® will benefit from LVMH’s exclusive world of luxury and innovation. In turn, LVMH will get a taste of the exhilarating and fast paced world of Formula 1®. A win-win partnership for both organisations. Personally, I cannot wait to see the watches that emerge from this partnership. Exciting times ahead.

Further details will be revealed in early 2025. Stay tuned.

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