Formula One has added another major commercial partner to its roster in LVMH, which has become a global partner of the motorsport racing series.

The French luxury fashion brand joins several big-name brands on F1’s partner portfolio. The branding elements of the deal will cover LVMH’s Louis Vuitton, Moët Hennessy and TAG Heuer brands.

An F1 statement read: “At the crossroads of the LVMH Group’s values of creativity and excellence with Formula 1’s innovation and high-performance, the partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftsmanship, for enthusiasts, fans and clients.

“From the birth of Formula One, in 1950 through to the modern day, LVMH and its Maisons have been a part of the sport. With this new partnership, both Formula 1 and LVMH are excited to write new chapters of this incredible story, with each Maison involved bringing its unique expertise, heritage, and energy to heighten the collaboration.”

F1 has become an increasingly popular marketing channel for various firms, with several new deals signed this year. The sport is enjoying considerable viewership worldwide, and expansion into new markets, fueling commercial interest.

Last month saw the series pen deals with Spanish multinational bank Santander and LEGO, the worldwide construction toy company. Commercial interest from such partners has driven value for the series, which reported strong revenue growth in its last financial results, published by parent company Liberty Media Group.

Stefano Domenicali, President and CEO of F1, said: “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 F1 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.

“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.”

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