Luxury group LVMH takes over sponsorship of Formula 1 for the next 10 years, dislodging Rolex from its historic position. This unprecedented alliance promises to transform the image of motorsport, by combining fine watchmaking, fashion and the art of living.
A partnership of unprecedented scale
From 2025, LVMH will become the “Global Partner” of Formula 1, succeeding Rolex. This contract, estimated at $150 million per year, goes well beyond the simple role of official timekeeper. It opens the way for a massive presence of the luxury group’s brands in the world of F1.
TAG Heuer, already a partner of the Red Bull Racing team, will naturally be highlighted. But other prestigious houses of the group such as Louis Vuitton, Moët & Chandon or even Hennessy could also appear around the circuits.
A global marketing strategy
This LVMH offensive is part of a desire to reach a younger and more diverse audience, won over in particular by the Netflix series “Drive to Survive”. Frédéric Arnault, former CEO of TAG Heuer and current head of the LVMH watch division, is one of the architects of this strategy.
“When I joined TAG Heuer, Formula 1 was no longer at the heart of our strategy. It was criticized as being an old man’s sport. But today the situation is very different,” he explains.
A new face for F1
LVMH promises to transform the F1 experience, combining “thrilling sport and elegant living, wheel-to-wheel racing and proven craftsmanship”. We can expect to see a reappearance of the glamor and easy access to the stands, lost during the Rolex era.
Bernard Arnault, CEO of LVMH, emphasizes: “Whether in motorsport, fashion, watchmaking or wines and spirits, every detail counts on the path to success. In our workshops and on circuits around the world, this incessant search to push the limits inspires our vision. »
A bet on the future of motorsport
This alliance raises questions about the evolution of F1. Will it become a show even more focused on lifestyle and entertainment? Purist fans might worry that the sporting aspects are relegated to the background.
However, LVMH is banking on a growing F1, capable of attracting a wider and younger audience. The luxury group sees this sport as an ideal showcase for its brands, combining performance, innovation and glamour.
In conclusion, this LVMH-F1 partnership marks a turning point in the history of motorsport. It promises to redefine the image of F1, infusing it with an extra dose of luxury and sophistication. It remains to be seen how fans and those involved in sport will welcome this new era which promises to be as flamboyant as it is uncertain.
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