Formula 1 has announced a groundbreaking 10-year global partnership with luxury giant LVMH, signaling a new era of high-end collaborations for the sport. Starting in 2025, this partnership will bring LVMH’s iconic brands—Louis Vuitton, Moët Hennessy and Tag Heuer, among others—to the world of Grand Prix racing. This marks a significant alignment between the worlds of motorsport and luxury, further expanding F1’s reach into premium markets.
“Luxury Meets Speed: Partnership Details”
LVMH, which oversees 75 prestigious Houses covering wines & spirits, fashion & leather goods, perfumes & cosmetics, watches and jewelry, will activate various aspects of this partnership through hospitality, bespoke activations, limited editions and exclusive content. The collaboration aims to create unique experiences for fans while leveraging the luxury group’s global appeal.
This partnership builds on previous collaborations, including LVMH’s involvement during the Las Vegas Grand Prix, and will further enhance F1’s commercial and brand strategy, aligning it with the values of creativity and innovation .
“The Visionaries Behind the Agreement”
Greg Maffei, chairman and CEO of Liberty Media, which owns Formula 1, hailed the partnership as a reflection of both brands’ shared commitment to pushing boundaries. “LVMH and Formula 1 are two global brands that constantly push the boundaries of creativity and innovation, core values for Liberty Media,” said Maffei.
Bernard Arnault, President and CEO of the LVMH group, echoed this sentiment, emphasizing the common quest for excellence between the two worlds. “In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success,” said Arnault. He highlighted that both industries are driven by innovation and meticulous attention to detail, which aligns perfectly with LVMH’s values.
“A New Era for F1 and Luxury”
F1 CEO Stefano Domenicali highlighted the synergies between Formula 1’s global growth and LVMH’s diverse portfolio of brands. “Our sport is founded on the relentless pursuit of excellence, a value that is also at the heart of LVMH,” said Domenicali. He noted that as F1 continues to attract a more diverse and affluent audience, LVMH’s involvement will help elevate the fan experience while honoring the heritage and sophistication of the sport.
“What this Partnership Means for Fans and the Sport”
Fans can expect to see LVMH’s influence across various aspects of the Formula 1 experience—from luxury hospitality packages and bespoke limited-edition products to exclusive content that integrates the worlds to the cutting edge of motorsport technology and luxury fashion. The collaboration also highlights F1’s effort to expand its global footprint and reach new premium demographics, strengthening its position as a leading entertainment platform.
With LVMH’s involvement, the intersection of high performance and luxury has never been more pronounced in motorsport, marking a transformative chapter for Formula 1 and the luxury sector as they move towards a shared future of innovation, elegance and global influence.
