Formula 1 and LVMH sign historic $1 billion deal for the ages

Formula 1 has announced that it has sealed a historic 10-year deal with renowned luxury conglomerate, Louis Vuitton Moët Hennessy (LVMH) valued at a staggering $1 billion!

The groundbreaking alliance that underscores the growing cultural relevance and global appeal of Formula 1 will see several of LVMH's iconic brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, become integral parts of the Formula 1 experience.

A joint statement from both companies described the collaboration as "an unprecedented agreement between the world leader in luxury and the pinnacle of motorsport," emphasizing that it will "bring together the best of these two worlds" to offer "unparalleled experiences" for fans, clients, and enthusiasts alike.

Formula 1 and LVMH both embody innovation, craftsmanship, and a relentless pursuit of excellence.

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media,” commented Liberty Media CEO Greg Maffei.

“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.”

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In recent years, Formula 1 has experienced a renaissance in popularity, driven by increased global viewership, a surge of younger fans, and mainstream media hits like Netflix's Drive to Survive.

Formula 1 President and CEO Stefano Domenicali sees this partnership as key to continuing the sport’s expansion.

“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,” said the Italian.

“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.”

At the core of the partnership is LVMH’s portfolio of prestigious brands, including Louis Vuitton, which is synonymous with high-end fashion, and TAG Heuer, whose roots in motorsport make it a natural fit.

Moët Hennessy, once Grand Prix racing’s signature champagne, adds another layer of sophistication, further linking the high-performance thrills of Formula 1 to luxurious moments of celebration.

LVMH Chairman and CEO Bernard Arnault echoed this synergy.

“The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1,” said the French billionaire

“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.”

Further details of the partnership, which are expected to be announced in early 2025, will likely outline how LVMH’s brands will become intertwined with Formula 1’s key moments.

Whether it’s Louis Vuitton-designed trophies, exclusive Moët Hennessy celebratory champagne moments on the podium, or precision-engineered TAG Heuer watches that time every race, the milestone deal has the potential to create a uniquely luxurious Formula 1 experience.

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