LVMH Secures 10-Year Sponsorship Deal with Formula 1, Replacing Rolex

Luxury conglomerate LVMH has signed a landmark 10-year sponsorship agreement with Formula 1, which will showcase its prestigious brands, including Louis Vuitton, Moet Hennessy, and TAG Heuer. The deal, announced on Wednesday, will come into effect in 2025, replacing Rolex, a long-standing F1 sponsor since 2013.

LVMH, led by billionaire Bernard Arnault, is expanding its influence in the sports world, having recently invested around €150 million ($166 million) to sponsor the Paris 2024 Olympics. This latest move into Formula 1 highlights the company’s strategy to blend luxury with high-profile global sporting events, offering opportunities to enhance brand visibility through exclusive experiences tied to travel, entertainment, and hospitality.

Frederic Arnault, CEO of LVMH Watches, expressed the group’s intention to leverage the unique global platform provided by Formula 1 to elevate their luxury brands. “For many years, several of our Maisons have invested in Formula 1. We want to further grow this experiential dimension that Formula 1 provides all over the world,” he said.

While financial specifics of the deal were not disclosed, the sponsorship signals LVMH’s continued push into high-end sports partnerships, following its innovative role in the Paris Olympics, where jeweller Chaumet designed medals incorporating pieces of the Eiffel Tower.

The agreement underscores LVMH’s commitment to redefining luxury sponsorships through grand-scale events like Formula 1 and the Olympics.