Formula 1 is reportedly on the brink of a significant sponsorship shift as Rolex, the iconic timekeeper, prepares to conclude its partnership with the sport at the end of the current season. According to a report on Sports Illustrated, Rolex’s emblematic presence on the Grand Prix start clock will see its final appearance this year.

Stepping into Rolex’s considerable shoes is the luxury conglomerate LVMH who will be bringing its renowned TAG Heuer brand to the forefront of F1 timekeeping from next season. According to Decalspotters on social platform X, “Rolex could end its Global Partnership with F1 at the end of this year, multiple sources indicate. LVMH Group, who own brands such as TAG Heuer and Hublot, are reported to be the replacement starting in 2025. The new deal is reportedly worth $150 million annually.”

TAG Heuer’s affiliation with Formula 1 is well-established, notably through its long-term partnership with Red Bull Racing and the Monaco GP. However, with TAG Heuer’s contract with Red Bull set to expire at the end of 2024, the timing of the new Formula 1 partnership aligns perfectly.

The transition marks a robust commitment by LVMH, earmarking $150 million annually for the new sponsorship arrangement starting in 2025. This significant investment prompts speculation on whether LVMH will maintain its relationship with Red Bull Racing or focus entirely on a comprehensive Formula 1 sponsorship.

Rolex ends a decade-long partnership

Since joining Formula 1 in 2011, Rolex’s sponsorship, initially at $10 million annually and rising to $50 million, has included trackside branding at all races and title sponsorship at select events. Rolex’s departure from the pinnacle of motorsports comes at a time when the brand is deeply involved in other major sponsorships, such as the prestigious Wimbledon tennis tournament.

The entry and exit of sponsors in Formula 1 are not uncommon, driven by the sport’s lucrative nature. The impending change underscores the dynamic landscape of F1 sponsorship, where business interests often prevail over long-standing partnerships.

As fans and industry insiders await official confirmation, the reported departure of Rolex and the arrival of LVMH’s TAG Heuer mark a new chapter in the ever-evolving world of Formula 1 sponsorship.