[imagesource: LVMH / Facebook]

The already glamorous world of Formula 1 is about to get pimped to the nines.

Formula 1 has inked a 10-year deal with luxury brands group LVMH to become its Global Partner in 2025.

The new 10-year deal will include several of LVMH’s iconic houses, including Louis Vuitton, Moët Hennessy and TAG Heuer.

A statement from Formula 1 and LVMH described the deal as an “unprecedented agreement between the world leader in luxury and the pinnacle of motorsport” which will launch next season “at a time of incredible ongoing popularity, cultural relevance, and overall excitement for Formula 1 as a bridge between global sport and entertainment.”

“The partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftsmanship, for enthusiasts, fans and clients.”

Further details of the partnership will only be announced in early 2025, but it’s clear the two empires are very much in love.

Formula 1 has today announced that LVMH, the world leader in luxury, will become a Global Partner from 2025 with a historic 10-year agreement#F1 https://t.co/qbFJU5bJPe

— Formula 1 (@F1) October 2, 2024

Greg Maffei, President and CEO, of Liberty Media, said: “LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation.”

“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. We look forward to working with Bernard and Frédéric Arnault in the years to come.”

Bernard Arnault, Chairman and CEO of LVMH Group, added: “People, the pursuit of perfection, and the enthusiasm for innovation are central to the activities of our Maisons and Formula 1. In motorsport, like in fashion, watchmaking, and wine & spirits, every detail is important on the road to success.

“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.”

Frédéric Arnault added: “In recent years, Formula 1 has truly become one of the most desirable sports in the world. It’s a vibrant discipline that echoes a number of values that are very important to us, such as innovation, team spirit and performance.

“For many years, several of our Maisons have also chosen to invest in Formula 1, whether to create unique experiences or for moments of celebration. With our Maisons and the expertise of our Group, we want to further grow this experiential dimension that Formula 1 provides all over the world.

“We are only at the very beginning of this partnership, but the seasons that await us promise to be extraordinary.”

It would be interesting to find out more details about the deal, but it seems an obvious marriage.

[source:formula1]