Starting from the 2025 season, luxury brands like Louis Vuitton and Moët & Chandon will be present in Formula 1 thanks to a 10-year agreement signed by the LVMH conglomerate. The collaboration will include VIP experiences, limited editions, and other activities related to the races. The relationship between LVMH and Formula 1 was strengthened after Moët Hennessy's sponsorship of the Las Vegas Grand Prix in 2023.
On the other hand, TAG Heuer will replace Rolex as the official timekeeper of Formula 1, ending a 12-year partnership between Rolex and the category. This change will not affect TAG Heuer’s contract with Red Bull nor its presence in the Monaco Grand Prix, where it will continue to play a key role.
LVMH expands its presence in sports
This agreement with Formula 1 adds to other LVMH sports sponsorships, such as the Olympics, Premier League, and NFL. With an estimated annual cost of $100 million, the alliance could reach a value of $1 billion over the decade it spans. Bernard Arnault, CEO of LVMH, highlighted the shared values between Formula 1 and LVMH brands, such as the pursuit of excellence and attention to detail, both in motorsports and in fashion, watchmaking, and wines.
Agreement details
Moët & Chandon is expected to return as the official champagne for Formula 1 podiums, though it is still unclear what role other LVMH brands, such as Louis Vuitton, will play. These details will be announced in early 2025.
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