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MONTE-CARLO, MONACO – MAY 26: The Race winner trophy is seen in a Louis Vuitton trunk on the grid … [+] prior to the F1 Grand Prix of Monaco at Circuit de Monaco on May 26, 2024 in Monte-Carlo, Monaco. (Photo by Bryn Lennon – Formula 1/Formula 1 via Getty Images)
Formula 1 via Getty Images
Louis Vuitton has become an official partner of Formula 1 on the heels of LVMH entering into a 10-year global partnership agreement with the series starting in 2025.
The luxury brand will additionally serve as the title partner for the season-opening grand prix in Melbourne from March 14-16, officially named the Formula 1 Louis Vuitton Australian Grand Prix 2025.
Aside from securing the naming rights for the Australian GP, the major fashion label will feature prominent trackside signage and will be part of key celebratory events. This includes the opening ceremony and podium presentations, during which the Louis Vuitton Trophy Trunks will honor the top three drivers.
These trunks, adorned with the emblematic monogram, are handcrafted at the brand’s atelier in Asnières, France—the place where the original automotive trunks were designed by Georges Vuitton, the son of Louis Vuitton, back in 1897.
Stefano Domenicali, president and CEO of 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.”
MONTE-CARLO, MONACO – MAY 26: Charles Leclerc attends the F1 Grand Prix of Monaco at Circuit de … [+] Monaco on May 26, 2024 in Monte-Carlo, Monaco. (Photo by Marc Piasecki/WireImage)
WireImage
Louis Vuitton forged a relationship with F1 when it created the first Trophy Trunk in partnership with the Automobile Club de Monaco at the Monaco Grand Prix back in 2021.
With a decade-long partnership in place, the brand taps into its history of crafting custom trunks for prestigious events such as the FIFA World Cup, the Ballon d’Or, and the Olympics.
Pietro Beccari, chairman and CEO of 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.”
Rolex Out, LVMH In For 10 Years With Formula 1
In October, F1 announced a change in its sponsorship landscape, with luxury brand group LVMH stepping in to take over from Rolex, which had been a partner since 2013.
The French conglomerate landed a 10-year global partnership deal starting in 2025—which coincides with F1’s 75th anniversary—and it’s estimated to be worth around $1 billion.
As part of LVMH’s broader alliance with the series, it was announced earlier this year that TAG Heuer—under the LVMH umbrella since 1999—will return as the official timekeeper for F1 in 2025 for the first time since 2003.
TAG Heuer has a storied history in the sport, having been the first luxury brand to display its logo on an F1 car back in 1969 and the first to sponsor a team in 1971.
After a successful partnership with Ferrari that lasted from 1971 to 1979, TAG Heuer joined forces with McLaren in 1985, embarking on what would become one of the longest partnerships in F1 history. During this time, legendary drivers like Ayrton Senna, Mika Hakkinen, and Lewis Hamilton raced under the team’s banner.
After three decades, this collaboration came to a close in 2015, after which TAG Heuer joined forces with Red Bull Racing in 2016, a partnership that continues to this day.
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