Formula 1 has announced a 10-year global partnership with luxury conglomerate LVMH, which will see Louis Vuitton, Moët Hennessy and Tag Heuer branding come to Grand Prix racing.
LVMH has 75 Maisons across distinct sectors: wines & spirits, fashion & leather goods, perfumes & cosmetics, watches and jewellery, selective retailing and more.
Several of these Maisons will be employed in the F1 partnership through hospitality, bespoke activations, limited editions and content.
The partnership, which was touted last month, will commence in 2025 and follows deals F1 has made with Lego, Lenovo and Santander.
“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media,” said Liberty Media President and CEO, Greg Maffei.
“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.”
Bernard Arnault, Chairman and CEO of LVMH Group, added: “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.
“Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.”
F1 CEO Stefano Domenicali also spoke on the new partnership, outlining the synergies between the series and LVMH.
“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025,” Domenicali said.
“As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport.
“This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life.”
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