Louis Vuitton Joins Formula 1 as Official Partner in 10-Year Deal
Louis Vuitton has entered into a 10-year partnership with Formula 1, securing a prominent role in the world of motorsport. As Formula 1 celebrates its 75th anniversary through 2025, the brand will have a significant presence at race destinations, reinforcing its connection with athletes and fans.
This collaboration is part of the broader LVMH partnership with Formula 1, first announced in October 2024. Louis Vuitton and Formula 1 share a commitment to innovation and excellence, with the agreement highlighting their combined ambition to celebrate human achievement in a rapidly evolving landscape where fashion, culture, entertainment, and sports intersect.
As part of the partnership, Louis Vuitton will have trackside branding at races, a first for the brand at a sporting event. The company will also present the Trophy Trunk ahead of races, reappearing on the podium to mark the winner’s success.
The upcoming Formula 1 season begins on March 14th, with the Grand Prix scheduled for March 16th in Melbourne. Louis Vuitton will serve as the Title Partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025. The brand’s presence will be notable during key moments such as the opening ceremony and podium celebrations, reinforcing its slogan, “Victory travels in Louis Vuitton.”
Louis Vuitton’s initial connection to Formula 1 began with its partnership with the Automobile Club de Monaco, which involved creating the Trophy Trunk for the Formula 1 Grand Prix de Monaco™ from 2021 to 2024. The brand has also crafted Trophy Trunks for other major sporting events, including the FIFA World Cup™, the Ballon d’Or®, the Olympic and Paralympic Games Paris 2024, and the America’s Cup.
The bespoke Formula 1 Trophy Trunks are produced at Louis Vuitton’s historical atelier in Asnières. The site, where some of the brand’s earliest automobile trunks were made under Georges Vuitton’s direction in the late 19th century, continues to be a center for craftsmanship. Initially designed for vehicles, these trunks were made with durable materials to withstand outdoor conditions, evolving into what is now known as the Vuittonite canvas.
Louis Vuitton has maintained ties with the automotive world, organizing its own rally events such as the Louis Vuitton Runs and the Louis Vuitton Classic, Grand Prix d’Elegance, which took place annually until 2006. The brand has also supported competitions and prizes in automotive design, emphasizing the shared values of craftsmanship and engineering.
As a reflection of this legacy, the new Trophy Trunks will feature Louis Vuitton’s iconic V in a local color scheme for each race, set against the traditional brown background.
The growing global popularity of Formula 1 ensures that more people will witness key moments of the sport, with Louis Vuitton emphasizing the significance of each victory through its ongoing presence in the competition.
“I am immensely proud of this partnership between Louis Vuitton and Formula 1 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,” says Pietro Beccari, Chairman and CEO, Louis Vuitton.
“This is an incredible partnership bringing together two of the world’s leading brands. The synergies between our organizations are exceptional, with our mutual focus on innovation, creativity, and the pursuit of excellence – values we know resonate with our respective audiences. We believe our collaboration brings our fans even more opportunities to combine their interests to enjoy the very best in life, and we know Louis Vuitton will bring their style and passion to the Paddock and beyond,” says Stefano Domenicali, President and CEO, Formula 1.
