Louis Vuitton Partners With F1 As Title Sponsor Of Australian GP

Following Formula 1 and LVMH entering into a historic ten-year Global Partnership, Louis Vuitton has come on board as Official Partner of Formula 1. The luxury brand will become the title partner for the first race of the season in Melbourne.

Louis Vuitton’s partnership with Formula 1 is a key element of the Global LVMH Partnership. Louis Vuitton’s role in the elite motorsport includes serving as the title partner for the first race of the season in Melbourne from March 14-16, officially named the Formula 1 Louis Vuitton Australian Grand Prix 2025; prominent trackside signage; and key visibility during victory ceremonies as the sole supplier of trophy trunks.

On the podium, their famous Louis Vuitton Trophy Trunks will be presented to honour the top three drivers. The Trophy Trunks, covered by the emblematic monogram, will be emblazoned with the iconic V in a local colour scheme for each race. Louis Vuitton’s historic atelier in Asnières, Paris, is crafting twenty-four bespoke trophy trunks, adapted to the size of the trophies — one for each race in 2025. PS Few know that here, Georges Vuitton, the son of Louis Vuitton, designed the original ‘auto trunks’ in 1897.

Stefano Domenicali, President and CEO, Formula 1, said: “We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity… The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition.”

Pietro Beccari, Chairman and CEO, Louis Vuitton, added: “I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision. The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”

Louis Vuitton has historic ties to the automobile world. Louis Vuitton’s son Georges Ferréol Vuitton, who succeeded his father as head of Louis Vuitton, anticipated the rise of cars back in 1897 and began developing sturdy canvas trunks for them. Per WWD: “Louis Vuitton is about emotion, about localising the customer by offering them a unique experience that money cannot buy,” Beccari said. “Many of our partnerships consider this possibility for our clients… Having them experience something unexpected and something that goes beyond their wildest fantasies is part of what we are in the game for.”

Collaborating with Formula 1 provides Louis Vuitton with a platform to engage with a wider global audience, enhancing its brand equity and expanding its reach. The partnership is expected to drive significant commercial value, leveraging the extensive viewership and fan engagement associated with Formula 1. This move illustrates a growing trend of luxury fashion brands integrating with high-profile sporting events to diversify their consumer demographic and reinforce their market positioning.

The Formula 1 and Louis Vuitton Partnership

The partnership between Louis Vuitton and Formula 1 represents a union of two global icons, each renowned for excellence, innovation, and heritage in their respective fields. Formula 1, the pinnacle of motorsport, embodies speed, precision, and cutting-edge technology, while luxury brand Louis Vuitton stands for timeless craftsmanship, innovation, and elegance. Together, the two have embarked on a collaboration that merges the worlds of high-speed thrills with unparalleled luxury.

Louis Vuitton’s partnership with Formula 1 is a strategic move. F1 embodies precision engineering, elite craftsmanship, and global influence, all of which align with Louis Vuitton’s brand DNA. With Formula 1’s global reach, Louis Vuitton gains unparalleled visibility in Europe, the United States and Asia, where the motorsport has an enormous following.  Moreover, this collaboration allows Louis Vuitton to tap into a dynamic, younger, and affluent audience, linking the adrenaline of the race with luxury craftsmanship.

Formula 1’s partnership with Louis Vuitton as a title sponsor is a strategic move to elevate its luxury appeal, global prestige, and brand perception. By aligning with one of the world’s most iconic luxury houses, F1 strengthens its positioning as a sport not just about speed and engineering but also about exclusivity, elegance, and high-end lifestyle experiences. 

This collaboration helps F1 attract a wealthier, fashion-conscious audience, enhance its presence in key luxury markets, and reinforce its status as the pinnacle of motorsport. Additionally, Louis Vuitton’s storytelling and craftsmanship bring a heightened sense of heritage and sophistication, further cementing F1 as an aspirational global experience.

BACKGROUND: Formula 1 and LVMH Seal 10-Year Global Partnership

Formula 1 inked a historic ten-year global partnership with French luxury goods company LVMH to mark its 75th anniversary in 2025. Amongst the LVMH-owned brands involved in this alliance include Louis Vuitton, Moët Hennessy, and TAG Heuer.

Formula 1 is the premier motor sport discipline with a tailor-made fan base, a coveted demographic for many brands. Every Formula 1 season is an adrenaline-driving adventure that keeps motorsport fans on the edge of their seats. With the excitement of the sport integrated with the allure of luxury, the events have become a luxury signifier. This is when luxury fashion stepped in.

Following an agreement with Rolex, which made the watchmaker a Global Partner and the Official Timepiece of the Formula 1 World Championship since 2013, Formula 1 has now signed an unprecedented agreement with LVMH. 

This historic ten-year global partnership will provide an exciting combination of thrilling sport and time-honoured craftsmanship. What’s more, LVMH will share their exceptional savoir-faire and entrepreneurial spirit with the world of Formula 1 through hospitality, bespoke activations, limited editions and content.

“The people, the quest for excellence and the passion for innovation are at the heart of the activity of our Maisons and Formula 1. In motorsport as in fashion, watchmaking or wines and spirits, every detail counts on the path to success”, said Bernard Arnault, Chairman and CEO, LVMH Group. “Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group.”

Since the inception of Formula 1 in 1950, LVMH has been an intrinsic part of the sport, showcasing the same passion, precision, and innovation that define racing excellence. Now, with this groundbreaking partnership, Formula 1 and LVMH are poised to craft a new chapter together. Each Maison will bring its distinct heritage, unparalleled expertise, and dynamic energy to elevate this collaboration to new heights.

“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025”, said Stefano Domenicali, President and CEO, Formula 1. “As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport.”

LVMH’s synergy with sport is far from new. Astride the partnership between LVMH and Paris?2024, the luxury powerhouse has collaborated with athletes such as Rafael Nadal, Cristiano Ronaldo, Roger Federer, and Lionel Messi. Moreover, LVMH extends its support to Paralympic sports, working with exceptional athletes like Pauline Déroulède, Timothée Adolphe, and Marie Patouillet, underscoring its commitment to excellence.

“In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance”, said Frédéric Arnault, CEO, LVMH Watches. “For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world…”