Louis Vuitton has officially partnered with Formula One ahead of the 2025 season as part of French luxury goods company LVMH’s deal with the series. The fashion brand also becomes title partner of the Australian Grand Prix.
As part of the deal, Louis Vuitton will receive prominent trackside signage during the Australian Grand Prix – a first for the brand at a sporting event. It will also be heavily featured in the opening ceremony and podium celebrations with branded ‘trophy trunks’. Louis Vuitton had produced similar trunks for the Monaco Grand Prix between 2021 and 2024.
So far, Tag Heuer’s position as official timekeeper has been confirmed, while Moët Hennessy also forms part of the wider deal between LVMH and Formula One, although there is no confirmation of its official designation. It is likely that Moët Hennessy will assume the position of official champagne and there is a suggestion that more brands under the LVMH umbrella will form part of this global deal.
“We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race,” said Stefano Domenicali, president and chief executive of Formula One. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.
“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 One and I am proud to start it with our passionate partners at Louis Vuitton.”
Pietro Beccari, chairman and chief executive of Louis Vuitton, added: “I am immensely proud of this partnership between Louis Vuitton and Formula One with our shared ambition to always strive for innovation, craft, and precision.
“The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
The Australian Grand Prix will be the opening race of the 2025 season, marking the first time it has held this position on the Formula One calendar since 2019. The event takes place from 14th to 16th March.
