F1: LVMH activates partnership & positions Louis Vuitton as Australian GP title partner from 2025

Louis Vuitton, the LVMH group's luggage, accessories and clothing brand, has become an official partner (2^nd level) of the Formula One Group and title partner of the Australian Grand Prix, the first race on the calendar for the 2025 season, announced the two parties on 30/01/2025. The VMATCH agency was responsible for activating the partnership.

Louis Vuitton will also benefit from visibility on trackside signage, "a first for Louis Vuitton at a sporting event," according to F1. The brand will also supply the trophy trunks for the drivers on the podium at each race. These trunks will be "covered by the emblematic monogram" and "emblazoned with the iconic 'V' in a unique local colour scheme for each race against the classic brown background," added Formula 1. Louis Vuitton had already been supplying the trophy trunks for the Monaco Grand Prix since 2021, in partnership with the Automobile Club de Monaco.

This agreement is part of the contract signed between the body and the LVMH group, which became a global sponsor (1^st level) of F1 for ten years (2025-2034) on 02/10/2024. As such…