Formula 1 x LVMH: A Landmark 10-Year Global Alliance

As Formula 1 prepares to mark its glittering 75th anniversary in 2025, the sport has signed what is easily one of the most ambitious moves in its modern era: a historic 10-year global partnership with LVMH. Beginning next season, Louis Vuitton, Moët Hennessy and TAG Heuer will step into the paddock as central characters in the spectacle.

The announcement arrives at a cultural inflection point, where F1 isn’t just motorsport but a global entertainment property commanding the devotion of new-age fans who treat race weekends like couture drops. In that sense, LVMH’s arrival feels less like a business decision and more like a natural choreography: luxury meeting velocity, Maison savoir-faire meeting engineering fury.

Racing Into Luxury’s New Golden Age

The alliance merges LVMH’s codes of creativity and excellence with Formula 1’s obsession with innovation and high-performance, creating a playground where champagne, craftsmanship, and carbon fibre can coexist effortlessly. Expect tailored hospitality, bespoke activations, limited editions, and the kind of content that stitches a silk thread through the adrenaline of wheel-to-wheel racing.

From the days of early Grand Prix in the 1950s to today’s techno-theatrical races, LVMH’s Maisons have always found ways to orbit the sport. This decade-long pact simply formalises decades of flirtation into a full-blown marriage of prestige.

Leadership Speaks (and the Vision Is Big)

Greg Maffei of Liberty Media calls both brands “global forces pushing the boundaries of creativity and innovation,” hinting at scaled commercial opportunities and a future shaped closely with Bernard and Frédéric Arnault.

Bernard Arnault emphasises the shared quest for excellence, noting parallels between the ateliers of Paris and the circuits of Monaco, where every stitch, screw, decision and millisecond counts.

Stefano Domenicali positions it as a landmark move for F1’s next chapter, perfectly timed with the sport’s soaring global reach. Meanwhile, Frédéric Arnault, CEO of LVMH Watches, translates it best: Formula 1 today is one of the most desirable sports in the world. It’s vibrant, innovative, and perfectly aligned with LVMH’s spirit.

What This Means for Luxury

This partnership signals the arrival of luxury conglomerating into the arena of experiential sport; where lifestyle, entertainment, performance engineering, and prestige collapse into one high-octane universe. And perhaps most tellingly, it cements Formula 1’s role as the luxury sport of the decade, a place where heritage maisons can shape how the world experiences speed.

Further details will arrive in early 2026. But for now, the message is clear: the next era of Formula 1 won’t just be fast, it will alsobe exquisitely crafted. Watch the video here

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