In a groundbreaking fusion of luxury and motorsport, Louis Vuitton has announced a major partnership with Formula 1.
The French luxury fashion house and company has become an official partner and, most notably, the title partner of the prestigious Australian Grand Prix in Melbourne in 2025.
This collaboration signifies a significant 10-year global alliance between F1 and LVMH, the world’s leading luxury goods conglomerate, with Louis Vuitton as its flagship brand. The partnership has placed the French Maison front and centre at the Albert Park Circuit, with the 2025 season opener officially named the Formula 1 Louis Vuitton Australian Grand Prix 2025. This marks Louis Vuitton’s most prominent venture into motorsport to date.
Commenting on the occasion, Stefano Domenicali, President and CEO, Formula 1, said, “We are thrilled to welcome Louis Vuitton as Title Partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories. The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton.”
Pietro Beccari, Chairman and CEO, Louis Vuitton, added, “I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision. The synergy of our two worlds is echoed in the savoir-faire of our ateliers and garages, artisans, and engineers while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
Louis Vuitton’s presence will extend beyond title sponsorship. The brand will enjoy prominent trackside signage—a first for the luxury goods giant at any sporting event—ensuring maximum visibility to a global audience. The prestigious label will also play a key role in the Australian Grand Prix’s opening ceremony, promising a spectacle that blends high fashion and high-octane racing.
This collaboration is expected to elevate the glamour and sophistication of the F1 experience while exposing the Louis Vuitton brand to a vast and engaged global audience. The 10-year agreement signifies a long-term commitment from both parties, suggesting further exciting developments in the future. The 2025 Australian Grand Prix is poised to be a landmark event, demonstrating the powerful synergy between these two world-renowned brands.