F1 and LVMH (Moët Hennessy Louis Vuitton) have unveiled a historic 10-year global partnership set to commence in 2025.
The new collaboration marks a significant milestone as both entities prepare to combine their strengths in creativity, excellence, and innovation, promising an exhilarating fusion of high-octane racing and luxury craftsmanship.
As Formula 1 gears up to celebrate its 75th anniversary, this partnership is poised to redefine the experience of fans and clients alike. It will commence in 2025 and follows deals F1 has made with Lego, Lenovo and Santander.
The announcement was made public on Wednesday, detailing how the luxury conglomerate will become a F1’s Global Partner in a deal that will encompass several of LVMH’s prestigious Maisons, including renowned brands such as Louis Vuitton, Moët Hennessy, and TAG Heuer.
The collaboration aims to improve the Formula 1 experience by integrating elements of luxury into the sport, leveraging expertise in hospitality, design, and craftsmanship as part of a shared vision between F1 and LVMH: a relentless pursuit of excellence and an unwavering commitment to pushing boundaries.
The potential for bespoke activations, limited editions, and high-end experiences is immense, promising fans an unprecedented blend of thrilling racing and the elegance associated with luxury brands.
Liberty Media President and CEO Greg Maffei expressed his confidence in the new collaboration by emphasizing the synergy between the two global brands.
“F1 and LVMH are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media,” said Maffei.
“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 of LVMH, echoed these sentiments by highlighting the importance of detail in both motorsport and luxury goods.
“The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1,” he said. “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 F1 and LMVH.”
As part of this landmark agreement, fans can expect a range of exciting initiatives that will enhance their engagement with the sport. From limited-edition TAG Heuer watches to exclusive Louis Vuitton experiences at various Grand Prix events, the collaboration promises to deliver unique products that resonate with both motorsport enthusiasts and luxury connoisseurs.
The potential for customized activations at races will provide fans with immersive experiences that blend the thrill of competition with the allure of high-end lifestyle.
Formula 1 President and CEO Stefano Domenicali referred to the F1 and LVMH partnership as a “landmark” moment for both organizations.
“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,” Domenicali said.
“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.”
The timing of this partnership is particularly significant as Formula 1 has seen a resurgence in popularity over recent years. The sport has transformed into a cultural phenomenon, drawing in diverse audiences across various demographics.
This growth has attracted interest from numerous brands looking to align themselves with the excitement surrounding F1 racing. LVMH’s entry into this space signals a strategic move to capitalize on this momentum while also reinforcing its position as a leader in luxury branding.
Moreover, LVMH’s longstanding relationship with motorsports is not entirely new; it has previously engaged with Formula 1 through various initiatives. For instance, Louis Vuitton has been involved in creating bespoke trophy cases for prestigious events like the Monaco Grand Prix since 2021.
This history lays a solid groundwork for future collaborations that are expected to elevate both brands’ profiles further within their respective industries.
