After luxury and spirits, the Arnault family, whose fortune is estimated at 200 billion euros, has set its sights on sport. And the ongoing takeover of Paris FC, as revealed by our colleagues from the Team this Wednesday, October 9, with the help of the Red Bull galaxy, heavyweight in world football, is only the latest example of massive investments and all aspects of the owners of LVMH. In reality, they have forged strong links with the world of sport for many years through group companies. The jeweler Tiffany & Co, for example, manufactures the trophies for the US Open, the Super Bowl and the NBA final. Louis Vuitton trunks adorn the Davis Cup or the Football World Cup…
Athletes as muses
Since 1983 (with a break between 2007 and 2013), the LVMH group has been the title partner of the preliminary competition for the America’s Cup (the Louis Vuitton Cup) which designates the challenger. Athletes are not left out. Victor Wembanyama and Kylian Mbappé have been seen wearing clothes from Vuitton or Dior during high-profile ceremonies such as the NBA Draft or the Ballon d’Or.
But since 2023, the richest French family has moved up a gear with the signing of a sporting partnership with Paris 2024. The first in its history. The perfect illustration of the shift taken in recent months. The Olympic and Paralympic medals were made by the family-owned jeweler Chaumet.
A few days ago, the group announced a global partnership from 2025 for a period of 10 years with Formula One. The investment, which will involve several LVMH brands (Louis Vuitton, Moët Hennessy and Tag Heuer) is estimated at around $100 million. The second time, in less than a year, that the brand has signed a sports partnership in its own name.
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According to L’Équipe, the Arnaults are investing in football this time on a personal basis, via one of their holding companies, but there is no doubt that LVMH will not be very far behind…
