Louis Vuitton becomes title sponsor of the Australian Grand Prix 2025
Following the signing of a ten-year partnership between LVMH and F1, Louis Vuitton invites itself onto the grid by becoming title sponsor of the Australian Grand Prix in 2025. A first for a haute couture house.
It is now official: Louis Vuitton becomes the title sponsor of the Australian Grand Prix, which will open the 2025 F1 season from March 14 to 16 at the Albert Park Circuit in Melbourne. This partnership, part of a global 10-year agreement between LVMH and F1, is estimated at nearly one billion dollars. Stefano Domenicali, CEO of Formula 1, expressed his enthusiasm for this unprecedented collaboration: « This is a partnership between two global icons linked above all 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. 2025 will be an epic year for Formula 1, and I am proud to start it with our passionate partners at Louis Vuitton. »
From Runways to Podiums: Louis Vuitton Settles In
This partnership is not limited to simple advertising displays on the circuit. Louis Vuitton will be at the heart of the celebrations, particularly during the podiums. The traditional cases for presenting trophies are gone, making way for Trophy Trunks, custom-made trunks that will hold the trophies of the top three drivers. These renowned Vuitton trunks will be handcrafted at the Asnières workshop in France. A unique touch: for each Grand Prix, the trunks will feature a colored “V” inspired by the host country, set against the brand’s iconic brown background. A nod to the refinement and craftsmanship of the French house.
A first, yes, but not all that surprising. In 2021, Louis Vuitton had already made waves with a custom trophy case for the Monaco Grand Prix. This time, the brand goes further and presents itself as a central figure in the show. Pietro Beccari, CEO of Louis Vuitton, emphasized the importance of this alliance: “I am immensely proud of this partnership between Louis Vuitton and Formula 1, with our shared ambition to always seek innovation, craftsmanship, and precision.”
Louis Vuitton is not the only LVMH brand getting closer to F1. Tag Heuer is also making its big comeback as the official timekeeper, having previously held this position from 1992 to 2003. And this is significant: the watch brand is replacing Rolex, a F1 partner since 2013.
A sport that is increasingly elitist
A symbolic change that well illustrates Formula 1’s current strategy: partnering with the biggest names in luxury to strengthen its premium image. This new partnership positions the sport as an exceptional one, appealing to a broader and more diverse clientele, far beyond just car racing enthusiasts. However, this upscale shift is not universally appreciated. Some fans lament Formula 1 being too focused on business and less accessible to true devotees. With rising ticket prices and the increasing presence of major luxury brands, the sport is taking a turn that could make it less popular with the general public.
