Liberty Media-owned Formula One and luxury giant LVMH have announced a 10-year partnership that will officially launch at the start of the next F1 season. This collaboration is set to feature exclusive hospitality experiences, bespoke activations, limited-edition products, and premium content, combining the prestige of F1 racing with the luxury of LVMH’s renowned brands.
The partnership is not the first time Formula One and LVMH have worked together. The two previously collaborated during last year’s Las Vegas Grand Prix, which was hailed as a success. Liberty Media president and CEO Greg Maffei expressed excitement for the expanded partnership, stating that it aligns with the long-term vision for Formula One’s growing business platform. Maffei noted, “The opportunity to scale our commercial arrangements is emblematic of the vision we have for Formula 1 as the business continues to grow its platform.”
LVMH, the parent company of iconic brands like Louis Vuitton, Moët Hennessy, and TAG Heuer, will be a central part of this partnership. Bernard Arnault, LVMH Group chairman and CEO, highlighted the shared values of innovation and boundary-pushing between F1 and LVMH. “Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision, and this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our Group,” said Arnault.
While more specific details about the collaboration will be revealed in 2025, the partnership is expected to combine luxury and motorsport in ways that will elevate the Formula One experience for fans and clients alike. No financial details have been disclosed.
Liberty Media purchased Formula One in 2017 and has successfully expanded the sport’s global presence. One of the most significant drivers of F1’s recent surge in popularity has been the Netflix series Formula 1: Drive to Survive, which debuted in 2019. The show gave fans a behind-the-scenes look at the lives and personalities of individual drivers, making the sport more accessible to a mainstream audience. Social media and content creators have also played a crucial role in amplifying the sport’s appeal.
The next Formula One race, the U.S. Grand Prix, will be held in Austin, Texas, on October 20. As F1 continues to grow and evolve, this new partnership with LVMH is expected to take the sport’s association with luxury and innovation to new heights.
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