(AFP/GEOFFROY VAN DER HASSELT)
The year 2024 will have been a year marked by sport for the family of Bernard Arnault and his group, the world number one in luxury LVMH, with several significant investments including partnerships with the Olympic Games and Formula 1.
Arnault family
The Arnault family, via its holding company Agache, will finalize the purchase of Paris FC in the coming days, of which it will be the majority shareholder. Red Bull will be in the capital alongside him, with a minority stake. The club’s valuation is estimated at “around fifty million euros”, according to a source close to the matter at AFP.
LVMH
LVMH was a premium partner of the Paris 2024 Olympic Games for a contribution of 150 million euros, according to a source close to the matter at AFP.
In October, the group announced a global partnership from 2025 with Formula 1 for a period of 10 years, a financial commitment which amounts to “less than 100 million” dollars per year, according to a source close to the matter at the AFP.
LVMH brands
If the luxury group has only made two investments in sport in the name of LVMH, its brands, which today approach a hundred, according to HSBC analysts, have been present for many years in the sports sector. Here are some examples:
– Louis Vuitton is a partner of the America’s Cup (sailing), renamed America’s Cup Louis Vuitton.
LVMH’s flagship brand also creates trunks for tennis trophies (Davis Cup), basketball (NBA), F1 (Monaco Grand Prix), rugby (2023 World Cup), Football (FIFA World Cup) or more e-sports.
Among his “ambassadors”: Léon Marchand (swimming), Enzo Lefort (fencing), Victor Wembanyama (basketball) and Antoine Dupont (rugby).
– Tiffany and Co designs trophies for the Superbowl (American football competition) or the NBA final (American basketball). The brand will also produce the trophy awarded in 2025 to the winner of the Football Club World Cup (FIFA).
– Hublot has been a partner of the Swiss football team since 2006. Its partnerships are for competitions such as the Fifa World Cup, Euro football, the Uefa Champions League, etc.
Among his “ambassadors”: Kylian Mbappé (football), Novak Djokovic (tennis) and Usain Bolt (athletics)
– Tag Heuer has long been the official timekeeper of Formula 1. A position that the brand could regain with the partnership signed between LVMH and F1. Since 2016, Tag Heuer has been the timekeeper and official partner of the Red Bull Racing team.
Among the Tag Heuer “ambassadors”: Felix Auger-Aliassime and Petra Kvitova (tennis), Tommy Fleetwood (golf), Fred Kerley and Sydney MacLaughlin-Levrone (athletics) and Sky Brown and Maya Gabeira (skateboarding and surfing)
– Hennessy has been a global partner of the NBA for spirits since 2021.
– Dior dresses Paris Saint-Germain (football) but also Kylian Mbappé (football), Lewis Hamilton (F1) and Kauli Vaast (surfing).
