Luxury brands such as Louis Vuitton and Moet will be present on the Formula 1 grid from next year after Liberty Media agreed a 10-year global partnership with LVMH which could be worth a reported $1billion. The deal will start from the 2025 season onwards and includes LVMH brands becoming involved in hospitality, activations and limited editions, adding to the presence the company already has within F1. Watch brand TAG Heuer will replace Rolex as the sport’s official timekeeping partner in a move that ends a 12-year association with the Swiss company and also does not affect TAG’s ongoing agreement with Red Bull or the Monaco Grand Prix.
The relationship between F1 and the LVMH conglomerate flourished last year as the company’s Moet Hennessy brand sponsored the Las Vegas Grand Prix in 2023, a race promoted by F1 owners Liberty themselves. “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media,” said Liberty president 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.” Moet & Chandon was previously the c.