Big Announcement: LVMH Becomes the Global Partner of Formula One for 10 Years

Set to celebrate its 75th anniversary next year, Formula One has signed a landmark 10-year deal with LVMH that makes the French luxury goods conglomerate its global partner. The iconic Maisons of LVMH, such as Louis Vuitton, Moet Hennessy, and TAG Heuer, will be involved in the partnership. The historic deal ensures a perfect synthesis of LVMH Group’s creativity and excellence with innovation and high performance of Formula One, encompassing all elements of art de vivre, and racing and artistic craftsmanship, wheel to wheel. The luxury goods conglomerate and its people will leverage their unique competencies and entrepreneurial spirit towards enhancing the Formula One legacy.

On the 10-year partnership, Bernard Arnault, Chairman and CEO, LVMH Group, said, “The people, the quest for excellence, and the passion for innovation are at the heart of the activity of our Maisons and Formula One. 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 Formula One and our Group.”

Frédéric Arnault, CEO, LVMH Watches, added, “In recent years, Formula One has truly become one of the most desirable sports in the world. It's a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance. For many years, several of our Maisons have also chosen to invest in Formula One, whether to create unique experiences or for moments of celebration.” He stressed, “With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula One provides all over the world. We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”

Weighing in, Stefano Domenicali, President and CEO, Formula One, said, “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.”

He added, “As Formula One 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.”

LVMH and its Maisons have been involved with Formula One since the conglomerate’s inception in 1950. With the long-term partnership inked this year, Formula One and LVMH seem eager to write new chapters in this remarkable story, with each Maison contributing its knowledge, tradition, and energy to solidify the collaboration. Further details of the partnership will be announced in early 2025.