Formula 1 has today announced that luxury brands group LVMH will become a Global Partner from 2025 in a new 10-year agreement.
LVMH and its teams will share their exceptional savoir-faire and entrepreneurial spirit with the world of Formula 1 through hospitality, bespoke activations, limited editions and outstanding content.
The partnership will encompass various collaborative initiatives, including branding and marketing, sustainability, innovation, and fan experiences. LVMH’s iconic brands will enjoy prominent visibility at Formula 1 events, while Formula 1 will benefit from LVMH’s expertise in luxury and lifestyle.
Beyond branding and marketing, the partnership will also focus on driving innovation and technological advancements. Formula 1’s expertise in cutting-edge engineering and LVMH’s legacy of craftsmanship will fuel the development of new products, experiences, and sustainable solutions.
Fans can expect to witness exciting collaborations that bring together the worlds of motorsport and luxury. Exclusive experiences, limited edition merchandise, and unique events will offer fans unparalleled access to both brands.
Greg Maffei, President and CEO, Liberty Media, said, “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media. 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, LVMH Group, added, “The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. 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 1 and our Group.”
Stefano Domenicali, President and CEO, Formula 1, continued, “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. 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.”
Frédéric Arnault, CEO, LVMH Watches, concluded, “In recent years, Formula 1 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 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 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.”
