LVMH signs F1 contract worth 100 million euros

Formula 1 takes a new step in its global expansion with the signing of a colossal partnership of 100 million euros with the luxury group LVMH. An agreement that marks a strategic turning point for the premier discipline of motor racing, merging the world of luxury with the intensity and innovation of F1.

A Strategic Partnership of 100 Million Euros

Greg Maffei, CEO of Liberty Media, owner of F1, praised the collaboration by highlighting the importance of this partnership: (e) LVMH and Formula 1 are two global brands that constantly push the boundaries of creativity and innovation, values ​​dear to Liberty Media. »

He also mentioned the success of a previous collaboration at the Las Vegas Grand Prix, a prelude to this strategic agreement: « This rapprochement reflects the ambition we have for Formula 1: to expand its influence and reach globally.

With record audiences and an increasingly diverse fan base, F1 has established itself as a global cultural phenomenon. But this partnership does not only add a new dimension to F1, it also eclipses Rolex, which has been an iconic figure in the sport, and the choice of Moët and TAG Heuer is anything but insignificant.

Moët & Chandon and TAG Heuer: Partners Rooted in the History of F1

These two brands have deep ties with F1 history, with Moët & Chandon providing jeroboams of champagne to drivers after each victory since 1950, and TAG Heuer marking the history of the sport with iconic models and partnerships with renowned teams such as Ferrari, McLaren, and Red Bull. The watch brand, which was the official timekeeper between 1992 and 2004, is actually preparing to resume this role.

LVMH will also contribute its expertise in hospitality, customized activations, limited edition creations, and exclusive content, offering a unique experience to F1 fans. Stefano Domenicali, President of Formula 1, expressed his satisfaction with this collaboration: « Our sport is based on the constant pursuit of excellence, a value that we share with LVMH.

Frédéric Arnault, CEO of the Watch Division of LVMH, also highlighted the growing momentum of Formula 1: “In recent years, Formula 1 has become one of the most attractive sports in the world. It is an incredibly dynamic discipline that embodies values that are dear to us, such as innovation, team spirit, and performance.”

He promises that this partnership is only in its early stages and that the seasons to come will be extraordinary.