In a groundbreaking announcement that promises to redefine the landscape of luxury and motorsport, Formula 1 and LVMH, the world’s leading luxury goods group, have entered into a strategic 10-year global partnership.
This alliance marks a significant milestone for both organisations, combining the excitement of high-speed racing with the allure of timeless elegance.
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.
Greg Maffei, President and CEO, Liberty Media, expressed his enthusiasm for the partnership, saying, “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 of 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 make 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 of 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.”
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.
As Formula 1 prepares to celebrate its 75th anniversary in 2025, this historic partnership between F1 and LVMH is a testament to their shared values and vision for the future. By combining their strengths and expertise, they aim to redefine the landscape of sports and luxury, creating lasting memories for fans worldwide.
LVMH Moët Hennessy is the world’s largest luxury goods company. Founded in 1987, the company is headquartered in Paris, France. LVMH owns a wide portfolio of luxury brands, including Louis Vuitton, Dior, Fendi, Hennessy, Moët & Chandon, and many others. These brands are known for their high-quality products, craftsmanship, and iconic status.
LVMH’s expanded role in F1 joins a growing list of recent collaborations with companies like LEGO Group, Lenovo, Santander, Aggreko, Globant, Topps, Playseat, McDonald’s, FanCode, Viaplay Group, and beIN Sports.
As the 2024 F1 season heats up, with the United States Grand Prix scheduled on October 18-20, Max Verstappen of Oracle Red Bull Racing Honda RBPT continues to dominate the driver standings. Meanwhile, McLaren Racing has made significant strides in the constructor’s standings, showcasing its competitive edge and proving a formidable force in the sport.
