This Thursday morning, the contours of Louis Vuitton’s presence during the 24 Grands Prix of the F1 season were clearly defined. For the first time, the brand will be present on the trackside, with major signage during the championship races.
Last October, a few weeks after the Olympic and Paralympic Games, of which it was a premium partner, the LVMH group announced its ten-year commitment to Formula 1.
The world’s leading luxury group had announced that, as part of its new partnership, which includes watchmaker Tag Heuer and champagne brand Moët & Chandon, of which it is also the owner, Louis Vuitton would also impose its brand on the championship’s 24 circuits.
But that’s not all: the group’s flagship trunk-maker will also be on hand to carry the trophies for each race, presented at the opening and prize-giving ceremonies.
Finally, as the 2025 season kicks off in Melbourne on Sunday March 16, the brand will even be title partner of the Australian GP for the first time, as it is now for the America’s Cup sailing event.
Since 2021, the brand has also presented the trophy awarded to the winner of the Monaco GP.
“In recent years, Formula 1 has become one of the most attractive sports in the world. It’s an incredibly dynamic discipline that incorporates values we hold dear, such as innovation, team spirit and performance” , said Frédéric Arnault, Chairman and CEO of the LVMH Watches Division.
Vuitton strengthens its presence at major sporting events
As the webzine L’Equipe points out, since its first partnership with the world’s oldest sporting event (in 1983), Louis Vuitton has gradually carved out a place for itself in the world of sport, with commitments to the Football World Cup (2010, 2014, 2018, 2022), the Rugby World Cup (2023), the Davis Cup (2019, 2020, 2021, 2022), Roland Garros (2017, 2018) and the Australian Open (2023, 2024), the NBA (2020, 2021, 2022), the League of Legends Cup (2019, 2020), the Ballon d’Or (2023, 2024) and, of course, the Paris Games last summer.
The House was indeed very present at Paris 2024, notably with the presentation of medals on trays covered in its emblematic canvas.
Read also > Olympic Games 2024: Louis Vuitton unveils its trophy trunks
Featured photo : © Louis Vuitton
