LVMH announced a 10-year sponsorship deal with Formula One, valued at approximately $1 billion. Starting in 2025, this partnership will replace Rolex as the primary sponsor, placing LVMH’s prestigious brands—including Louis Vuitton, Moët Hennessy, and TAG Heuer—at the center of one of the world’s most glamorous sports.
As Formula One continues to grow in popularity, especially among younger audiences drawn in by Netflix’s Drive to Survive, luxury brands seek innovative ways to engage these consumers.
With this strategy, LVMH aims to create a rich and immersive experience within the Formula One ecosystem, weaving a narrative of craftsmanship, celebration, and exclusivity. And as the luxury giant prepares to rev up for this exciting journey, it stands poised to transform the landscape of motorsport sponsorship and redefine luxury in the context of sports.
KEY QUOTES:
“Luxury brands are realizing that immersive experiences are key to engaging younger consumers who crave authenticity and connection.”
“Unlike a single brand partnership, LVMH’s diverse verticals—spanning fashion, watchmaking, and wines & spirits—allow for varied brand messaging that resonates across the Formula One ecosystem. This enables them to present a consistent narrative of luxury and desirability, engaging audiences at critical moments throughout the racing calendar.”
“This collaboration will lead to exclusive hospitality moments that blend the thrill of racing with the elegance of luxury. These athletes embody a luxurious lifestyle. This partnership provides an opportunity to harness their influence as brand ambassadors, enhancing desirability and creating unique storytelling moments.”
“As Formula One evolves into a lifestyle brand, this partnership will redefine what it means to be part of the sporting world, further enhancing its appeal within high-net-worth communities.”
– Anthony Coppers, founder of Gradient
