Formula 1 has announced that luxury brands group LVMH will become a Global Partner in 2025 – when the sport will be celebrating its 75th anniversary.
The new 10-year deal will include several of LVMH’s iconic Maisons, including Louis Vuitton, Moët Hennessy and TAG Heuer.
A statement from Formula 1 and LVMH described the deal as an “unprecedented agreement between the world leader in luxury and the pinnacle of motorsport” which will launch 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.
“At the crossroads of the LVMH Group’s values of creativity and excellence with Formula 1’s innovation and high-performance, the partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftmanship, for enthusiasts, fans and clients.
“From the birth of Formula 1, in 1950 through to the modern day, LVMH and its Maisons have been a part of the sport. With this new partnership both Formula 1 and LVMH are excited to write new chapters of this incredible story, with each Maison involved bringing its unique expertise, heritage, and energy to heighten the collaboration.”
Further details of the partnership will be announced in early 2025.
Greg Maffei, President and CEO, Liberty Media, said: “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.”
