Louis Vuitton is taking over from watchmaker Tag Heuer as the new title partner of the Monaco Grand Prix. From June 4 to 8, the LVMH group’s luggage maker will strengthen its partnership with the event and enjoy increased visibility during the famous competition.
After Tag Heuer in 2025, it is now Louis Vuitton’s turn to take on the role of title partner of the Monaco Grand Prix.
This multi-year collaboration is a continuation of a partnership formed in Monaco in 2021 between the luxury luggage maker and Formula 1. From 2021 to 2024, Louis Vuitton has been a partner of the Automobile Club de Monaco before joining forces with Formula 1 in 2025.
On the famous Monegasque circuit, the luxury brand has celebrated no fewer than four champions: Max Verstappen (2021 and 2023), Sergio Pérez (2022), Charles Leclerc (2024) and, this year, Lando Norris.
Reaffirmed position in spectator sports
Louis Vuitton was able to take its first steps in F1 thanks to a 10-year partnership signed this year between LVMH and the Liberty Media group. This title partner status allows the French luxury house to reaffirm its place in the world of spectator sports.
First, Louis Vuitton will rename the famous race Formula 1 ® Louis Vuitton Grand Prix de Monaco 2026, as Tag Heuer did before it.
Then, the biggest luxury brand will produce the iconic trophy trunk for the sixth consecutive year. Covered in red monogram canvas on a black background, it will also feature a V evoking both Vuitton and victory in white and red tones, reminiscent of the colors of the Principality’s flag.
In addition, there will be special signage along the track with creative banners conveying the idea of speed and precision combined with the timeless spirit of Monaco.
With its multiple points of contact, Louis Vuitton is ensuring exceptional visibility during the Monaco Grand Prix, both among tourists, spectators in the stands, and television viewers. During the 2025 edition, 250,000 people came to walk the streets of Monaco for the occasion, while 21,000 fans gathered in the stands along the circuit.
Although there are no official consolidated figures, the TV broadcast of the Monaco Grand Prix attracted 1.74 million viewers on Canal+ in 2025. In the United States, the average audience was 2.3 million people on ABC. All F1 races are broadcast in 180 countries on various TV networks and platforms, making it a truly global event—comparable to the global distribution of other Grand Prix races.
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Featured photo: © Louis Vuitton
