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LVMH Enters Formula 1: It Will Replace Rolex as Global Partner in 2025

A 10-year deal that will involve iconic brands such as Louis Vuitton, Moët Hennessy and Tag Heuer. The financial details of the deal are confidential, but will be revealed at the start of next season

LVMH Enters Formula 1: It Will Replace Rolex as Global Partner in 2025

lvmh is preparing to enter the world of Formula 1, and it won't do so on tiptoe. Starting since 2025, coinciding with the 75th anniversary of the federation, the French luxury giant will replace Rolex like Global partner of the competition. Rumors about this move have been circulating for some time, and today the ten-year agreement is finally official. Several LVMH brands will be on board this adventure, including Louis Vuitton, Moët Hennessy (which will replace the Ferrari Trento) and Tag Heuer. The deal, which should be worth around 100 million euros per year, highlights the importance of this partnership in the context of Ferrari's business, with economic benefits estimated at around 1%.

The president and CEO of LVMH, Bernard Arnault, said that “the pursuit of excellence and passion for innovation” are at the heart of the activities of his houses and of Formula 1. “In every detail, whether it is fashion or motorsport, we aim to exceed expectations. This partnership represents a unique alliance that combines the world of Formula 1 with luxury,” he concluded.

To find out how this collaboration will develop, we will have to wait until the start of the new season in 2025. The French fashion house will share its savoir-faire through exclusive events, limited-edition collections and original content, further elevating the experience for fans.

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Frederic Arnault, CEO of LVMH Watches, highlighted how Formula 1 has become one of the most sought-after sports in the world, focusing on values ​​such as innovation and performance. “We want to further grow this experiential dimension that Formula 1 offers all over the world. We are only at the beginning of this partnership, but the seasons that await us promise to be extraordinary”.

Stefano Sundays, Chairman of Formula 1, said that this partnership represents a new era for motorsport, which continues to grow and diversify. LVMH's strength and scale will be key to enhancing the fan experience, enriching the heritage of an already extraordinary sport.

Finally, Greg Maffei, president and CEO of Liberty Media, stressed the importance of the partnership, emphasizing that the agreement between the two brands aims to innovate. This alliance, which unites the world of luxury and speed, could have a significant impact, but it remains to be seen how much it will be able to maintain its authenticity in this mix of prestige and performance.

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