Just In: LVMH and Formula 1 Seals Massive Deal Including Huge Brands In years To Come

The tie up will involve several of LVMH’s houses, including Louis Vuitton, Moët Hennessy and TAG Heuer.

On Wednesday, LVMH and Formula 1 revealed a partnership set to last a decade, starting in 2025. As part of this agreement, several LVMH brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, will gain sponsorship opportunities within the sport.

LVMH has been progressively linking its brands with motorsport activities. Louis Vuitton has designed the trophy case for the Monaco Grand Prix since 2021, Berluti sponsors French driver Pierre Gasly, and Dior revealed in July that British racing star and seven-time champion Lewis Hamilton will serve as an ambassador. Additionally, TAG Heuer has been the official timekeeper for the Red Bull Racing team since 2016.

This announcement coincides with the fashion industry increasingly exploring sports for new marketing and sales avenues. Formula 1 has also seen a significant surge in cultural popularity, attracting interest from sports brands like Puma and various streetwear labels.

LVMH and Formula 1 indicated that more details about the partnership will be unveiled early next year.