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LVMH Signs Historic $1 Billion 10-Year Sponsorship Deal with Liberty Media-Owned Formula One

Oct 2, 2024, 04:27 PM

LVMH, the French luxury goods giant, has signed a historic 10-year sponsorship deal with Liberty Media-owned Formula One. The agreement, which will commence in 2025, was announced today and marks a significant move into the sport for LVMH. As part of the deal, several of LVMH’s iconic brands, including Louis Vuitton, Moët Hennessy, and TAG Heuer, will be prominently featured. TAG Heuer will replace Rolex as F1's official timekeeper, Louis Vuitton will create trophy cases, and Moët & Chandon will be present on the podium. The partnership is potentially worth $1 billion.