The latest element of the 10-year major tie-up between French luxury goods conglomerate LVMH and motor racing’s iconic Formula 1 (F1) sees the Moët & Chandon brand stepping in as the series’ latest partner.
Moët & Chandon, an iconic luxury champagne brand, supplants sparkling wine provider Ferrari Trento to become the official champagne of F1 and will gain presence at every race across the F1 calendar, perhaps most prominently on the traditional podium champagne spray.
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It was Moët and Chandon who began that tradition back in 1950, and as such the new LVMH deal brings it full circle.
The prominent F1 Belgian Grand Prix, which was recently renewed by the series in a unique rotational deal, will in 2025 be titled the F1 Moët and Chandon Belgian Grand Prix as part of the deal.
GlobalData Sport analysts estimated the Ferrari Trento partnership to be worth $7.5 million annually to F1, and the Moët and Chandon deal is expected to far exceed that.
Moët & Chandon is the third LVMH brand to become an official F1 supplier since the announcement of the pair’s 10-year tie-up in October 2024.
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By GlobalDataAt the time, GlobalData Sport lead analyst, Conrad Wiacek, commented: “For F1, this deal represents a reinforcement that the turnaround of the sport's image is complete following the fallow years at the end of the Ecclestone era, and that the success of reaching and engaging with a younger audience is paying dividends when it comes to brand partnerships.
“The deal signed by LVMH with F1 highlights the continuing appeal of the sport to luxury brands. By committing such vast sums to the sport for the next decade, LVMH is reinforcing the idea of F1 as an aspirational sport that appeals to a wealthy demographic.
“With F1 long having been seen to be an elite sport, brands partnering with it are looking to capitalize on that demographic.”
In January, watch brand Tag Heuer was unveiled as F1’s new timekeeping partner supplanting Rolex, while fashion house Louis Vuitton has become an official F1 partner and the title partner of the 2025 season-opening Australian Grand Prix.
Louise Deglise-Favre, GlobalData Apparel analyst, added: “Formula 1 has experienced a significant rise in popularity in recent years, attracting a new and diverse audience, notably through Drive to Survive.
“As a result, many brands, especially within the premium and luxury segments have been interested in capitalizing on this success and gaining exposure through partnerships. For example, before the deal between LVMH and Formula 1, brands such as Hugo Boss and Tommy Hilfiger partnered with Formula 1 racing teams Aston Martin Racing and Mercedes-AMG respectively.”
