How has Formula 1 become the sport of choice for luxury brands?

In recent years, Formula 1 has become a veritable playground for luxury brands. Giants such as LVMH, Richard Mille, and Dior now use the circuits and drivers as successful showcases for their products.

Over the past few seasons, Formula 1 has dramatically expanded its audience, attracting not only long-time motorsport enthusiasts but also millions of new viewers around the world. The sport has become one of the most watched in the world, now attracting a total of nearly 750 million viewers. And this evolution has not escaped the attention of luxury brands !

LVMH conquers the racetrack

The most significant turning point in this friendship between luxury and motorsports is probably LVMH’s official entry into the Formula 1 ecosystem. In 2024, LVMH signed a ten-year global partnership agreement with F1, involving several of its flagship brands such as Louis Vuitton and Moët Hennessy.

This major agreement is estimated to be worth more than €150 million per season and marks a first in the history of sport : for the first time, a luxury group is acting as a global partner for a competition of this scale, not only through logo placements, but also through concrete activities : Louis Vuitton designs the podium trophies, while Moët Hennessy offers exclusive experiences in the paddocks and at VIP parties as the official champagne of F1. For its part, TAG Heuer is boosting its visibility through watch campaigns and digital content highlighting the world of speed and precision.