Louis Vuitton and Formula 1: A partnership of luxury and speed

Louis Vuitton has officially announced its new partnership with Formula 1, marking the beginning of a decade-long collaboration that promises to redefine the concept of luxury on the tracks. The agreement, signed with Liberty Media, includes the main sponsorship of strategic races in the World Championship and the creation of the iconic Trophy Trunks for the winners' trophies.

Louis Vuitton's Savoir-Faire on the tracks

Louis Vuitton's artisanal tradition meets the precision engineering of Formula 1. The exclusive trophy trunks are crafted at the maison's legendary atelier in Asnières, on the outskirts of Paris, the same place where Georges Vuitton developed some of the brand's first designs dedicated to motorsport. The brand will also have a prominent presence with trackside signage and special activations during the event.

From the odium to luxury: LVMH's expansion in sports

This partnership is not Louis Vuitton's first venture into the sports world. The maison has already made its mark at events such as the FIFA World Cup, the Australian Open, and the Paris 2024 Olympic Games. Now, with Formula 1, the LVMH group expands its influence, replacing Rolex with TAG Heuer as the official timekeeper and introducing Moët & Chandon as the official podium champagne.

The first race of the new era

The Australian Grand Prix, in Melbourne, scheduled for March 16, 2025, will inaugurate this new phase, now officially titled the Formula 1 Louis Vuitton Australian Grand Prix 2025. In addition to the race, the event will be a showcase for luxury, design, and innovation, consolidating the synergy between high fashion and elite motorsport.

This partnership highlights not only Louis Vuitton's commitment to innovation but also the power of sports as a global platform for luxury and exclusivity.