By Silvia Schweiger| Posted January 31, 2025 | In Formula1
By Silvia Schweiger| Posted January 31, 2025 | In Formula1
In a groundbreaking move, Louis Vuitton has entered into a significant partnership with Formula 1, marking a historic convergence of luxury brands and high-speed motorsport. This collaboration not only designates Louis Vuitton as an official partner of Formula 1 but also bestows upon the brand the prestigious title sponsorship of the season-opening Australian Grand Prix in Melbourne, scheduled from March 14 to 16, 2025.
Official Partnership: Louis Vuitton has secured the status of an official partner of Formula 1, underscoring the brand’s commitment to the world of motorsport.
Title Sponsorship: The inaugural race of the 2025 season will be officially named the “Formula 1 Louis Vuitton Australian Grand Prix 2025,” highlighting the brand’s prominent role in the event.
This partnership signifies Louis Vuitton’s first foray into prominent trackside advertising at a sporting event, reflecting the brand’s strategic expansion into new arenas. The collaboration will feature Louis Vuitton’s iconic branding throughout the race weekend, including:
These Trophy Trunks, adorned with Louis Vuitton’s signature monogram and emblazoned with a distinctive “V” in unique local color schemes, are handcrafted at the brand’s historic atelier in Asnières, France. This atelier is the birthplace of the original ‘auto trunks’ designed by Georges Vuitton in 1897, symbolizing a legacy of luxury and craftsmanship.
This collaboration builds upon Louis Vuitton’s previous involvement in motorsport, notably through a partnership with the Automobile Club de Monaco from 2021 to 2024, where the brand developed and presented the first Trophy Trunk for the Monaco Grand Prix. This initiative has since spread to other prestigious sporting competitions, including football, sailing and the Olympic Games.
The partnership between Louis Vuitton and Formula 1 is a key component of a broader 10-year global agreement between LVMH and Formula 1, commencing in 2025. This extensive collaboration includes other esteemed LVMH brands such as Tag Heuer and Moët Hennessy, further intertwining the worlds of luxury and motorsport.
Tag Heuer, renowned for its precision timepieces, will assume the role of official timekeeper for Formula 1, succeeding Rolex’s decade-long tenure. This change signifies a renewed focus on innovation and accuracy within the sport.
Moët Hennessy is anticipated to become the official champagne provider for Formula 1, enhancing the celebratory moments on the podium with its distinguished offerings.
This alliance between Louis Vuitton and Formula 1 exemplifies the increasing convergence of luxury brands and high-profile sports events. By integrating luxury craftsmanship with the thrilling world of motorsport, both entities aim to enhance the spectator experience and reach a broader, more diverse audience.
The partnership is poised to set a new standard in the realm of sports sponsorships, highlighting the potential for creative collaborations that transcend traditional industry boundaries. As the 2025 Formula 1 season approaches, enthusiasts and spectators alike can anticipate a harmonious blend of luxury and high-speed competition, heralding a new era in the sport’s illustrious history.
In summary, the collaboration between Louis Vuitton and Formula 1 represents a landmark moment in the fusion of luxury fashion and motorsport, promising to deliver unparalleled experiences and setting a precedent for future partnerships in the industry.
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Associate Director, Executive Marketing and Commercial at RTR Sports Marketing, a London-based sports marketing company specializing in motorsport for over 25 years. Without sports, life is boring
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Read MoreIn an era where it is possible to get anywhere with a click, there is a strong temptation to approach teams and properties directly for sponsorship projects.
By doing so, we are convinced that we are shortening the value chain, saving time and money. However, these DYI methods are anything but risk-free and what initially appears to be a competitive advantage soon turns into a problem that is difficult to resolve. That’s why there are agencies. And this is why you should rely on us for your sponsorships.
When first approaching a motorsport sponsorship project, it is difficult to know immediately which stakeholders are correct, what the decision flow is, and what the right timelines are for each process. Motorsport is a very specialized field of action, and fitting effectively into its paths can take a lot of time and therefore money. We, on the other hand, know referents and spheres of action and know who to talk to, when and how. So you are also more effective.
Motorsport is an immense passion, and for our heart colors we would be willing to do anything. But business is a different business, and it is important to make the best possible strategic decisions based on independent research, statistics and reliable data. A motorsport sponsorship agency like RTR has an objective, 360-degree picture of the scenario and can tell you what is really best for you: which racing series, which athlete, which team. This is because we possess a great deal of data and information on ratings, segmentation and attitudes. Because the numbers don’t lie. Never.
Activations are the real heart of motorsport sponsorship. Without them, there remains only a blank sticker on a motorcycle, car or uniform and no contact with the public, no emotional connection, no impact on the bottom line. Then how do you do it? It certainly won’t be the teams or the athletes who will help you leverage sponsorship and enjoy the many marketing rights you have paid for. To bring out the best in a motorsport marketing project, you need an agency that knows how to use sponsorship to engage the fanbase online, to reach out to Shopping Centers, to organize hospitality, to develop B2B and B2C opportunities, and to get “your” athletes in front of millions of potential consumers.
Would you ever go to the dealer who sold you the car and ask if the competitor’s car is better? No, of course. So, how do you expect to get firm measurements of the effectiveness of your sponsorship if you do not rely on someone super partes? At RTR, we have always worked with independent third-party agencies that allow us to know the return on any exposure of your brand on TV and in the media. In addition, we believe in calculating ROI as the ultimate measure of your success-so we can tell you for every penny you spend how much you are making.
We have been involved in motorsport sponsorship and sports marketing for more than 15 years. We are consultants in the sense that our goal is to maximize your investment, but we are also an agency that manages the project from start to finish. We have been doing this since 1995 with passion and professionalism, following three principles that have become cornerstones of our business: independence, verticality and transparency.
I would like to highlight the fact that one of the qualities of RTR is its great ability to approach the sponsorship scenario strategically, together with its passionate attitude, its amazing enthusiasm for solving problems, and its high level of professionalism.
Gianluca Degliesposti
Executive Director Server&Storage EMEA
Eurosport is truly delighted with its business relationship with Riccardo Tafà, who has become extremely popular, thanks to his detailed knowledge of the sports marketing sector and his highly diligent attitude to work.
Francois Ribeiro
Commercial Director
Passion and Expertise are the features that I have found in RTR since the very beginning. Serious and reliable professionals but also very helpful, nice and open-mind people, willing to listen and compare different ideas. All the values in which RTR believes make this agency a partner, not just a supplier, a partner with whom we have had the opportunity to achieve significant commercial results in term of success and image.
Luca Pacitto
Head of Communication
We have been working with RTR Sports Marketing for over 10 years. The objectives and the programmes of collaboration continue to be renewed and to grow with mutual satisfaction. I believe RTR is a team of great professionals led by Riccardo Tafà, who I consider a manager of exceptional skills and with a great passion for his work.
Lucio Cecchinello
Team Principal
I have known and worked with Riccardo Tafà since 1995 when we collaborated for the first time on a project for the Williams Formula 1 team. Several clients followed. After leaving Williams to work for Gerhard Berger then owner of the Toro Rosso F1 Team, I turned again to Riccardo to seek his help in finding a tool supplier for the team and Riccardo duly obliged with an introduction to USAG, a partnership with Toro Rosso which endured for five years. I recently started a new role as Group Commercial Director for the renowned Andretti Autosport organisation and I find myself working with Riccardo once again on a number of interesting projects. Why has this relationship with Riccardo endured ? He’s smart, knows the commercial side of sport inside out and back to front and he’s honest and trustworthy. Riccardo Tafà is a “doer” not a “talker”: in over 20 years I have never had a dispute either with him or with a company that he has introduced and each partnership introduced by Riccardo has delivered quantifiable ROI to rights holder and sponsor alike. I can think of no better testimonial of Riccardo’s diligence, knowledge, contact base and hard work than that.
Jim Wright
Group Commercial Director
The online platform where you can discover the latest trends, strategies and insights from the exciting world of sports marketing.
View our blog
October 1, 2025
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The 2026 Formula 1 season represents a transformative moment for both the sport and its commercial ecosystem. With a radical overhaul of technical regulations, teams will compete in vehicles [...]
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