Formula 1 and LVMH Seal Decade-Long Global Alliance

Formula 1 and LVMH join forces in a groundbreaking 10-year partnership, featuring iconic brands Louis Vuitton, Moët Hennessy, and TAG Heuer.

As Formula 1 prepares to celebrate its 75th anniversary in 2025, LVMH and Formula 1 today announce that LVMH will become a global partner of Formula 1 starting in 2025 under a 10-year agreement, involving several iconic LVMH brands: Louis Vuitton, Moët Hennessy, and TAG Heuer.

At a time when Formula 1 is emerging as a true cultural phenomenon, at the intersection of sport and entertainment, generating widespread enthusiasm, this unprecedented agreement between the global leader in luxury and the premier motorsport discipline will be launched at the beginning of next season.

Combining LVMH’s values of creativity and excellence with Formula 1’s commitment to innovation and high performance, this partnership will bring together the best of both worlds. It will offer unmatched experiences, blending high-adrenaline sport with refined lifestyle, wheel-to-wheel racing with timeless craftsmanship, for enthusiasts, fans, and customers alike.

LVMH and its teams will contribute their exceptional expertise and entrepreneurial spirit to Formula 1 through hospitality, bespoke activations, limited editions, and exclusive content.

LVMH and its Houses have always maintained strong ties with the world of sports. With this new partnership, Formula 1 and LVMH look forward to writing new chapters of this incredible story, where each involved House will bring its expertise, heritage, and unique know-how.

Stay tuned for early 2025 to discover all the details of this groundbreaking partnership.

Greg Maffei, President and CEO of Liberty Media, stated:

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values that are central to Liberty Media. Our collaboration with one of LVMH’s Houses during last year’s Las Vegas Grand Prix impressed us, which is why we have decided to expand our relationship with the Group, now becoming a Global Partner. This partnership with LVMH reflects our ambition for Formula 1: to broaden its influence and global reach. We look forward to working with Bernard and Frédéric Arnault.”

Bernard Arnault, Chairman and CEO of LVMH, added:

“The pursuit of excellence and the passion for innovation, driven by our teams, are at the heart of the DNA of both our Houses and Formula 1. In motorsport, as in our industry—whether fashion or watchmaking—every detail matters on the road to success. Around the world, in our workshops as on the circuits, it is this relentless drive to push boundaries that inspires our vision. This is the meaning we wish to give to this remarkable partnership between LVMH and Formula 1.”

Stefano Domenicali, President of Formula 1, continued:

“Our sport is built on the constant pursuit of excellence, a value we share with the LVMH Group. I am very pleased to announce that this historic partnership will begin in 2025. As Formula 1 continues its global growth, attracting new and more diverse audiences, LVMH’s scale and influence make it the perfect partner to elevate our fans’ experience and enhance the legacy of our fantastic sport. This partnership is historic for both our organizations, and I want to thank Bernard and Frédéric Arnault for their vision and commitment that will help us bring this project to life.”

Frédéric Arnault, CEO of LVMH’s Watch Division, concluded:

“In recent years, Formula 1 has become one of the most attractive sports in the world. It’s an incredibly dynamic discipline that embodies values we hold dear, such as innovation, teamwork, and performance. For many years, several of our Houses have been involved in Formula 1, whether through creating unique experiences or celebrating key moments. With the expertise of our brands and Group, we aim to further enhance the experiential dimension Formula 1 offers worldwide. This partnership is only just beginning, and the coming seasons promise to be extraordinary.”