In an exciting development for both the luxury and sporting worlds, Formula 1 and LVMH have entered into a landmark 10-year global partnership starting in 2025. This collaboration marks the coming together of two global titans—one the pinnacle of motorsport, the other a leader in luxury goods—with the shared ambition of enhancing both industries’ appeal through creativity, innovation, and excellence. The agreement will see several of LVMH’s renowned Maisons, including Louis Vuitton, Moët Hennessy, and TAG Heuer, take part in the venture.
This significant partnership arrives as Formula 1 approaches its 75th anniversary, a momentous occasion underscored by the sport’s current surge in popularity. The agreement is set to ignite fresh enthusiasm for both Formula 1 and LVMH, ushering in a new era where motorsport and luxury craftsmanship intersect, providing a bridge between sport and entertainment like never before.
Central to the agreement is the shared ethos of both Formula 1 and LVMH. The luxury group’s unwavering commitment to craftsmanship and innovation aligns seamlessly with Formula 1’s focus on high-performance, precision, and technological advancement. Through this collaboration, Formula 1 fans and LVMH clients will enjoy exclusive experiences that blend the intensity of motorsport with the sophistication of world-class luxury.
LVMH brings its deep-rooted savoir-faire to Formula 1, with each of its participating Maisons infusing their unique heritage and craftsmanship into the partnership. The synergy between LVMH’s expertise in fine goods and Formula 1’s high-octane world of racing is set to manifest through bespoke activations, limited edition creations, and tailored hospitality experiences at race events around the globe.
Both Formula 1 and LVMH are eager to build on their historical involvement with one another. LVMH’s Maisons, such as TAG Heuer, have long been associated with motorsport, particularly Formula 1. This collaboration allows both entities to write a new chapter in their shared history, offering unprecedented opportunities for engagement across markets, fans, and luxury consumers.
Further details surrounding the partnership will be revealed in early 2025, but the anticipation is already palpable. The President and CEO of Liberty Media, Greg Maffei, emphasised the growth potential of this relationship, stating: “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media.” Maffei expressed enthusiasm for the expansion of their commercial dealings, noting that the partnership aligns with Liberty Media’s vision of expanding Formula 1’s global platform.
Bernard Arnault, Chairman and CEO of LVMH, echoed this sentiment, highlighting the shared pursuit of excellence that drives both Formula 1 and LVMH. “In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success,” Arnault remarked. He pointed to the shared values of passion, precision, and boundary-breaking innovation that underpin both Formula 1 and LVMH’s leading Maisons, cementing this as a partnership rooted in mutual respect and ambition.
Formula 1’s President and CEO, Stefano Domenicali, underscored the strategic importance of this collaboration, especially as Formula 1 continues to broaden its global reach. He noted that LVMH’s global influence, along with the diversity and strength of its Maisons, make it the perfect partner to further elevate the fan experience while celebrating the sport’s rich heritage.
Frédéric Arnault, CEO of LVMH Watches, highlighted the shared values between Formula 1 and LVMH, noting the sport’s vibrant and innovative nature. He emphasised the experiential dimension that this partnership seeks to enhance, remarking: “We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”
This historic partnership between Formula 1 and LVMH promises to redefine the intersection of luxury and sport, creating new avenues for both industries to innovate and captivate audiences across the globe.