Formula 1 has announced a partnership with the LVMH group starting from 2025. Over the years, the French multinational has become the global luxury hub, thanks to the acquisition of over seventy brands including high fashion, watchmaking, distribution, jewellery, hotels and fine wines.
LVMH will become a Formula 1 Global Partner, with a ten-year agreement. Several iconic LVMH Maisons will be involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG Heuer. The unprecedented agreement between the world leader in luxury and the pinnacle of motorsport will be launched at the start of next season.
In the Formula 1 announcement, brands that are competitive with those currently present in the world championship as institutional sponsors are mentioned, and all this suggests that some of the current partnerships (such as Rolex and Ferrari Trento) could end at the end of the current season. “Further details on the partnership will be announced at the beginning of 2025,” Formula 1 announced, without going into the details of the operation.
For Formula 1, the partnership with the luxury giant confirms the attractiveness of a global platform, while for LVMH there will be the possibility of being able to choose the brands to promote according to needs.
The agreement also confirms Liberty Media’s desire to secure long-lasting partnerships, a trend that began with agreements with individual Grand Prix promoters (much longer than in the past) up to the global sponsors of the world championship.
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