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Historic Deal: Formula 1 and LVMH Enter a Ten-Year Partnership

04 October 2024

On 2 October, what had long been rumoured became a reality: LVMH and Formula 1 have entered into a partnership. As Formula 1 prepares for its 75th anniversary in 2025, this global partnership not only marks the end of one era but also heralds a new beginning. In this billion-euro deal, which binds LVMH to the racing series for 10 years, the luxury conglomerate gains the opportunity to showcase its portfolio of brands, comprising 75 companies in total, and to increase its visibility. Moreover, this deal signifies that LVMH will replace as the official timekeeper, thus bringing 's 12-year partnership with Formula 1 to an end.As part of the agreement, three iconic brands from the luxury group will be at the forefront of attention. From the Wines & Spirits division, which accounts for nearly 26 brands and contributed approximately 8 percent of the company's total revenue in 2023, Mo?t & Chandon could once again serve as the celebratory drink for the winner's podium shower. This tradition was started by Mo?t & Chandon as the first company to officially supply champagne to Formula 1. The deal began in 1966 and lasted an impressive 33 years. From LVMH's largest business division, Fashion & Leather Goods, which generated approximately €42.17 billion or 49 percent of total sales in 2023, Louis Vuitton is poised to take the spotlight...................