LVMH becomes global partner of Formula 1 from 2025

Global luxury leader LVMH has officially announced a ten-year global partnership with Formula 1 from the 2025 season. This alliance marks a strategic turning point for the French group, having already been one of the main partners of the Paris 2024 Olympic and Paralympic Games.

A major financial commitment

This far-reaching partnership, although valued at “less than $100 million” per year, according to a source close to the matter, remains a substantial investment. It will include several of the group’s iconic brands, such as Louis Vuitton, Moët Hennessy and Tag Heuer. LVMH thus joins the ranks of prestigious F1 sponsors such as DHL, Heineken, MSC Cruises, Pirelli and Qatar Airways.

A wider, more visible presence

The agreement provides for increased visibility of the luxury group through various initiatives such as exclusive hospitality experiences, tailor-made activations, limited editions and original digital content. The concrete details of this collaboration will be unveiled in early 2025, offering a glimpse of LVMH’s commitment to this ultra-competitive sporting universe.

A carefully considered partnership

“The success of our collaboration with Moët Hennessy at last year’s Las Vegas Grand Prix convinced us to expand our relationship with LVMH,” emphasized Greg Maffei, CEO of Liberty Media, owner of Formula 1. On the LVMH side, Bernard Arnault, CEO of the group, expressed his shared vision: “In motorsport, as in the luxury sector, every detail is important on the path to excellence.”

His son, Frédéric Arnault, CEO of the group’s watch division, also underlined the importance of this commitment: “Several of our houses have been collaborating with Formula 1 for years. This partnership will enable us to intensify this unique experience, which has made F1’s reputation around the world.”

A second major sporting partnership for LVMH

Although the group has already been visible in sporting events through its brands, this partnership with Formula 1 is only the second agreement signed under the LVMH entity itself, following the one concluded for the Paris 2024 Olympic and Paralympic Games. This initiative reinforces LVMH’s intention to position itself as a major player in sport, while continuing to associate its image with prestige and exclusivity.

This partnership looks promising, both for Formula 1 and for the luxury group, offering a unique showcase on the international stage and promising spectacular seasons to come.