Having been a fait accompli since the summer, LVMH is now a key sponsor of Formula 1. Starting in 2025, the 10-year sponsorship deal will see the French luxury group become a top-level sponsor of F1. Several LVMH brands will be part of the sponsorship, including Louis Vuitton, TAG Heuer, and its drinks division Moët Hennessy that owns champagne makers like Moët & Chandon.

Coming just after Louis Vuitton’s high-profile presence at the 2024 Paris Olympics, the F1 sponsorship deepens the group’s involvement in sports and popular culture. Spearheaded by Frederic Arnault, the head of LVMH Watches, the deal is worth about €100 million annually according to an LVMH insider.

“For many years, several of our Maisons have also chosen to invest in Formula 1…”, said Mr Arnault, “We want to further grow this experiential dimension that Formula 1 provides all over the world.”

From left to right: Stefano Domenicali, President & CEO of Formula 1; Greg Maffei, President & CEO, Liberty Media; Bernard Arnault, Chairman & CEO, LVMH Group; and Frédéric Arnault, CEO, LVMH Watches

LVMH takes the place of Rolex as a “Global Partner” of Formula 1, the highest-level of sponsorship, putting the group alongside Amazon and Aramco. The deal was sealed as Formula 1’s owner, American entertainment giant Liberty Media, has successfully grown F1 beyond its traditional audience with new race locations like Las Vegas, a hit Netflix reality series, and an upcoming movie starring Brad Pitt.