LVMH Becomes Global Partner of Formula 1 in Landmark 10-Year Deal

As Formula 1 prepares to mark its 75th anniversary in 2025, a groundbreaking partnership has been announced between the motorsport giant and luxury leader LVMH. The new 10-year agreement, set to begin at the start of the 2025 season, will see LVMH become a Global Partner of Formula 1, with iconic brands such as Louis Vuitton, Moët Hennessy, and TAG Heuer playing key roles in the collaboration.

This historic partnership brings together two powerhouses at the forefront of their respective industries—Formula 1, known for its innovation and high-performance racing, and LVMH, celebrated for its creativity and excellence. The partnership will create unique experiences that blend the thrill of Formula 1 with the elegance and craftsmanship of LVMH’s luxury brands, offering bespoke activations, limited editions, and exclusive content for fans and clients alike.

LVMH has been associated with Formula 1 since the sport's inception in 1950, and this partnership marks a new chapter in their shared history. Both companies are eager to combine their expertise and heritage to elevate the collaboration further. LVMH's teams will showcase their exceptional savoir-faire through exclusive hospitality offerings and tailor-made experiences throughout the Formula 1 calendar.Further details of the partnership will be announced in early 2025.

Greg Maffei, President and CEO, Liberty Media, said,“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media. 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, LVMH Group,“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.”

Stefano Domenicali, President and CEO, Formula 1,“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. 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.”

Frédéric Arnault, CEO, LVMH Watches, concluded,“In recent years, Formula 1 has truly become one of the most desirable sports in the world. It's a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance. For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”

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