LVMH Announces Historic 10-Year Global Partnership With Formula 1

Rumors have been swirling around the industry that LVMH would soon be taking over Formula 1; and after seeing the immense success of the powerhouse during the 2024 Paris Olympics, we cannot wait to see what is in store for the 2025 Formula 1 season.

As Formula 1® prepares to celebrate its 75th anniversary in 2025, a landmark partnership has been announced between the world of motorsport and LVMH, the global leader in luxury goods. Starting in 2025, LVMH will become a Global Partner of Formula 1 for the next decade in a collaboration that will involve several of its iconic Maisons, including Louis Vuitton, Moët Hennessy, and TAG Heuer.

The collaboration between LVMH and Formula 1 is built on shared values of creativity, excellence, and innovation. Both organizations consistently push boundaries in their respective fields, and this partnership will offer fans, clients, and enthusiasts extraordinary experiences that blend thrilling wheel-to-wheel racing with the elegance of luxury craftsmanship.

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation,” said Greg Maffei, President and CEO of Liberty Media, which owns Formula 1. “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.”

From the circuits to the workshops of LVMH’s renowned Maisons, this partnership promises to deliver bespoke activations, limited editions, and high-end experiences that celebrate the spirit of Formula 1 and luxury. As part of the agreement, LVMH will bring its savoir-faire to the world of motorsport through its expertise in hospitality, design, and craftsmanship, all while creating limited-edition products that highlight the synergy between these two worlds.

For LVMH, this partnership is not a new venture in the world of motorsports. The group’s Maisons have long been intertwined with Formula 1, creating unique moments of celebration and innovation. The involvement of Louis Vuitton, Moët Hennessy, and TAG Heuer, among others, will elevate Formula 1’s global appeal and add a layer of sophistication to the sport’s already prestigious image.

Bernard Arnault, Chairman and CEO of LVMH, shared his enthusiasm for the collaboration: “The people, the quest for excellence, and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport, as in fashion, watchmaking, or wines and spirits, every detail counts on the path to success. This partnership reflects our vision of breaking boundaries in both arenas.”

Stefano Domenicali, President and CEO of Formula 1, echoed these sentiments, calling the partnership a “landmark” for both companies. “As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner to continually enhance the experience of our fans and the heritage of our incredible sport.”

The partnership between Formula 1 and LVMH promises to bring a new level of excitement and luxury to the sport as it continues to expand its global reach. From limited-edition TAG Heuer watches to bespoke Louis Vuitton experiences, the collaboration will create unforgettable moments for fans and further cement Formula 1’s position at the forefront of both sport and culture.

As the 2025 season approaches, fans can look forward to the first wave of activations and products born from this historic partnership. According to Frédéric Arnault, CEO of LVMH Watches, “We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”