The luxury brand has signed a 10-year agreement to place the brand at the heart of Formula 1.
Formula 1 2025 is as hot as the cars’ tires as they brake at the entrance to the Fairmont Hairpin in the Monaco Grand Prix. After Adidas joined the F1 circus at the beginning of 2025, Puma and Castore, already seasoned F1 suppliers, have expanded their involvement. Add to that Norwegian bag supplier Db, which, for the first time, will supply exclusive bags for an entire, still secret team throughout the 2025 season.
The fact that the focus has suddenly shifted to Formula 1 this year is perhaps not surprising. This year, Formula 1 as an organization is celebrating 75 years, which of course means that even more audience and media attention will be on the sport.
There is for sure a lot of money in F1. When Blackbook Motorsport compiled the Q2 2024 figures, they concluded that Formula 1’s revenue climbed 20 percent year-over-year (YoY) to US$871 million for the three months ended June 30. The operating income increased 17 percent YoY to US$84 million. The cost of Formula One revenue rose 24 percent to US$645 million. The F1 circus is also growing as eight races took place in the period, compared to six in 2023.
Louis Vuitton, however, does not see its betting as a one-off event. The luxury brand has signed a 10-year agreement to place itself at the heart of Formula 1.
Unlike sports brands like Adidas, Castore, and Puma, which sponsor different teams, Louis Vuitton’s involvement is about the Formula 1 brand itself.
To celebrate its 75th anniversary, the prestigious motorsport competition will feature Louis Vuitton’s active participation in iconic racing locations, serving as a symbol for both athletes and fans. This commitment is part of LVMH’s new global partnership with Formula 1, first announced in October 2024. Both Louis Vuitton and Formula 1 are constantly innovating and pushing boundaries. Their shared values will be showcased through a common ambition to support triumphant stories.
A trunk with a legacy
The Louis Vuitton Trophy Trunk will be present during the races, including prominent signage along the course. This is the first time the Louis Vuitton House has participated in a sporting event. The Trophy Trunk will be presented before the races and on the podium to honor the winner.
The next Formula 1 season kicks off on March 13 with the Melbourne Grand Prix on March 16, where Louis Vuitton is the title partner. Louis Vuitton will be present at key moments, such as the opening ceremony.
But the season opens up already in London on Feb. 18. For the first time in its illustrious history, Formula 1 will bring together all ten teams to launch the 2025 season in a single, grand event. This milestone celebration, taking place at London’s iconic O2 Arena, marks the sport’s 75th anniversary and offers fans an unforgettable start to the year.
