Louis Vuitton and Formula 1 have finalized a 10-year partnership agreement, placing the French luxury house as an Official Partner of F1 and the Title Partner of the Australian Grand Prix 2025. The deal starts with the season opener in Melbourne on March 16.
The partnership introduces Louis Vuitton's first-ever trackside presence at sporting events. The brand will display its logo across F1 circuits and create custom Trophy Trunks for race winners, adding to its collection of sports collaboration trunks that include those made for the FIFA World Cup and Olympic Games.
This move extends Louis Vuitton's initial connection to F1, which began in 2021 when the house designed a Trophy Trunk for the Monaco Grand Prix. The timing aligns with Formula 1's 75th anniversary celebrations in 2025.
For the Australian Grand Prix, Louis Vuitton plans to integrate its brand elements throughout the race weekend. The company will present its Trophy Trunks during pre-race ceremonies and podium celebrations, incorporating its signature "Victory travels in Louis Vuitton" message.
The partnership links two industries that share an emphasis on technical precision - Formula 1's engineering expertise and Louis Vuitton's craftsmanship. It also reflects Formula 1's expanding reach beyond traditional motorsport audiences, as the sport continues to attract luxury brands and fashion houses.
Financial terms of the agreement were not disclosed.
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Soufiene El Boub
was born and raised in France, where he also pursued his education. With a lifelong passion for sports and storytelling, Soufiene has become a sports editor, known for his insightful analysis writing. His unique perspective, shaped by his French upbringing, adds a distinctive flair to his work in the world of sports journalism.