As Formula 1 prepares to celebrate its 75th anniversary in 2025, a new chapter in the sport’s history has just been announced: LVMH will become a Global Partner of Formula 1 in a landmark 10-year agreement starting next season. 

The collaboration will see several of LVMH’s most iconic brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, join forces with the world’s most elite motorsport competition. Both Formula 1 and LVMH issued a statement emphasizing the synergies between their values, describing how the partnership will combine “thrilling sport and elegant art-de-vivre,” showcasing a harmonious blend of luxury and performance. 

A new era of global partnership

Bernard Arnault, Chairman and CEO of LVMH, underscored the alignment between his group’s philosophy and Formula 1’s relentless drive for innovation and excellence. “In motorsport as in fashion, watchmaking, or wines and spirits, every detail counts on the path to success,” said Arnault. He drew parallels between the craftsmanship seen in LVMH’s workshops and the precision required on Formula 1 circuits, noting that both industries share a commitment to pushing boundaries. 

Frédéric Arnault, CEO of LVMH Watches, further highlighted Formula 1’s unique resonance with LVMH’s ethos. “Formula 1 has truly become one of the most desirable sports in the world,” said Arnault. “It echoes values that are very important to us, such as innovation, team spirit, and performance.” He hinted at the possibility of even more immersive experiences for Formula 1 fans in the years to come, driven by the expertise and creativity of LVMH’s Maisons.

For Formula 1, this deal represents a significant evolution in its commercial strategy. Greg Maffei, President and CEO of Liberty Media, the owner of Formula 1, pointed to the success of previous collaborations with LVMH, including the high-profile partnership with one of its Maisons during the Las Vegas Grand Prix. “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation,” Maffei said. 

Stefano Domenicali, President and CEO of Formula 1, also praised the strategic alignment, describing LVMH as the perfect partner to accompany the sport into its next era of global expansion. “Our sport is founded on the relentless pursuit of excellence,” Domenicali said, “a value that also lies at the heart of LVMH.” 

Bridging sport and culture

LVMH and its Maisons have long been involved with motorsport, particularly through TAG Heuer’s iconic relationship with Formula 1 dating back to the early days of the championship in the 1950s. In this new century, Formula 1’s partnership with LVMH comes at a time of incredible cultural relevance for the sport. Over the years, Formula 1 has become a spectacle where global sports, entertainment, and lifestyle collide. (Have you seen Netflix’s Drive to Survive?) LVMH’s inclusion reflects the growing trend of luxury brands aligning with major sporting events to reach an even broader audience. 

Though further details of the partnership will not be unveiled until early 2025, the ambitions are clear: Both LVMH and Formula 1 envision a dynamic relationship that leverages each entity’s strengths to create unparalleled experiences for fans and clients alike. The seasons ahead promise to deliver a spectacle that transcends motorsport, offering fans a fusion of wheel-to-wheel racing with the finest expressions of luxury and lifestyle.