Iconic motor racing series Formula 1 (F1) has unveiled Louis Vuitton, the French luxury goods firm which is part of the wider LVMH conglomerate, as title partner for the 2025 (season-opening) Australian Grand Prix.
This comes as part of an overall, wider tie-up between F1 and LVMH, which was announced in early October and runs through 2034.
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Louis Vuitton has also become an official F1 partner in its own right.
Aside from naming rights covering the Australian Grand Prix, taking place on March 16, Louis Vuitton will benefit from “prominent trackside signage” at other races, and play a role during celebratory moments such as the opening ceremony and post-race podium.
On the podium, the Louis Vuitton Trophy Trunks will be presented to “celebrate the top three drivers' achievements.”
Louis Vuitton, in terms of its previous F1 associations, was a partner of the prestigious Monaco Grand Prix between 2021 and 2024 (LVMH is one of France's most iconic brands).
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By GlobalDataStefano Domenicali, Formula 1 president and chief executive, said: “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. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton.”
Overall, the decade-long LVMH-F1 tie-up will see several LVMH brands receive prominent exposure across F1 activities, most notably watch giant Tag Heuer, spirits company Moët Hennessy, and major fashion label Louis Vuitton.
Tag Heuer, for example, was unveiled as F1’s timekeeping partner for 2025 in early January.
These brands, and more, will activate alongside F1 on what LVMH calls, “hospitality, bespoke activations, limited edition [products], and outstanding content.”
LVMH is no stranger to sports sponsorship, having stepped in as a major commercial partner of the recent Paris 2024 Olympic Games in a deal that covered its Chaumet watch company, its spirits brand Moët Hennessy, and its “maison” luxury fashion houses.
In terms of F1 race title sponsorship, meanwhile, earlier this month the Singapore Airlines national flag carrier signed a deal to maintain its title sponsorship of the Formula 1 Singapore Grand Prix through the 2028 edition.
Meanwhile, MSC Cruises will again put its name to a trio of grands prix – in Austria, the US, and Brazil – next season, through a deal unveiled in early January.
