On May 25, Formula 1 fans tuning in to the Monaco Grand Prix will not miss Louis Vuitton. As has been the case for every Monaco edition since 2021, the trophy will arrive in a specially designed trunk, featuring a V (for “victory” and Vuitton) over the signature monogram. In addition, the brand’s name will be displayed along the racetrack as an official partner of Formula 1. The 10-year partnership, which began in early 2025, also includes two other LVMH group houses: timekeeping is provided by TAG Heuer, and the race winners are celebrated with Moët & Chandon champagne.
To justify this partnership, Vuitton has cited its automotive heritage: as early as 1897, Georges Vuitton (the founder Louis’s son) designed trunks specifically for car travel, covered in a canvas resistant to the harsh weather conditions of the time. Beyond this historical detail, there are other reasons why Vuitton has chosen to partner with Formula 1.
First and foremost, the growing public interest in motor racing has not escaped the world’s biggest luxury brand (with an estimated revenue of €24 billion in 2024). Since the American company Liberty Media acquired Formula 1’s commercial rights in 2017, it has successfully broadened the sport’s audience, notably through the co-production with Netflix of the documentary series Drive to Survive, which goes behind the scenes of the circuit. The hundreds of millions who have watched the show are all potential viewers of the Formula 1 season.
“In recent years, Formula 1 has become one of the most attractive sports in the world,” said Frédéric Arnault, president and CEO of LVMH’s watch division, at the official announcement of the partnership on October 2, 2024. Meanwhile, Bernard Arnault spoke of “the desire to relentlessly push boundaries,” a quality shared by his luxury brands and motor racing.
Ballon d’Or and Australian Open
Beyond Formula 1, there has been a notable increase in LVMH’s – and especially Vuitton’s – involvement in major sports competitions: in just the past three years, the brand has partnered with the FIFA World Cup, the Davis Cup, the NBA, the Rugby World Cup, the Ballon d’Or, the Australian Open and the Olympic and Paralympic Games. Since 2024, Vuitton has even lent its name to the prestigious sailing competition, the America’s Cup, now known as the Coupe Louis-Vuitton.
This growing alignment with elite sports requires deep pockets; for instance, LVMH’s deal with Formula 1 is reportedly worth €1 billion. It reflects Vuitton’s ambition to appeal to a wide audience and to embody, in their eyes, excellence − the common denominator of all luxury brands, as well as the pursuit of achievement and intensity.
In the late 2010s, luxury brands’ communications were heavily focused on inclusivity and environmental responsibility. These are worthy values, but not always the most effective for sales. Today, some houses, like Vuitton, seem eager to evolve their image. Without abandoning the social or environmental commitments made in recent years, they now prefer to highlight their exceptional character. What better symbol than a sporting event that brings together, before millions of spectators, a handful of individuals with extraordinary physical abilities?