Formula 1: LVMH & three of its brands become global partners for 10 years (2025-2034)

The LVMH Group has become a global partner (first level) of Formula One Group from 2025 as part of a 10-year agreement (2025-2034), announced the two partners on 02/10/2024. With this partnership, the French group will activate three brands: Louis Vuitton (luggage, accessories, clothing), Moët Hennessy (champagne) and TAG Heuer (watches).

The annual value of this partnership is estimated at "less than $100m ($90.1m)", i.e. less than $1bn over 10 years, according to information from AFP. "From the birth of Formula 1, in 1950 through to the modern day, LVMH and its Maisons have been a part of the sport. LVMH and its teams will share their exceptional savoir-faire and entrepreneurial spirit with the world of Formula 1 through hospitality, bespoke activations, limited editions and outstanding content," said the luxury group, which generated a turnover of €86.1bn in 2023.

"Signing for ten years allows us to build things up properly and make a mark in terms of image. The new shareholders (Liberty Media) have also made strategic choices over the last ten years. They have developed the…