Louis Vuitton has put its name to the season-opening Australian Grand Prix, with parent company LVMH considered to be in a strong position for one of its brands to become the first-ever title sponsor of the Monaco Grand Prix.
Designated as an ‘Official Partner’ of Formula 1, Louis Vuitton will receive prominent trackside signage over the race weekend – a first for Louis Vuitton at a sporting event. The brand will also play a role in the opening ceremony and podium ceremonies, where ‘Louis Vuitton Trophy Trunks’ will be presented to the top three drivers.
With the race officially titled the Louis Vuitton Australian Grand Prix, the LVMH brand takes over at the Melbourne-based GP from the former F1 central sponsor Rolex, which secured the Australian title rights last year and in 2023 as part of its central agreement. Rolex was also title sponsor between 2013 and 2020, with Dutch brewer Heineken taking over the title reins in 2022.
In the wake of parent company LVMH’s 10-year central agreement with the motorsport series, the LVMH-owned watch brand Tag Heuer replaced Rolex as the official timekeeper of F1 from 2025.
SportBusiness understands that LVMH has contractual rights to up to three Grand Prix title picks for the 2025 season and can now select from just four races left without title sponsors.
These are the Monaco Grand Prix, the Bahrain Grand Prix, the Belgian Grand Prix and the Mexico Grand Prix, with the latter two races to be deselected from the F1 race calendar after next season
LVMH’s Tag Heuer already has a historical connection with the most prestigious of these races – the Monaco Grand Prix – as an ‘Official sponsor and Timekeeper of the ‘Grand Prix de Monaco Historique’ since 2011. Under the deal, the watch brand gets track signage at the F1 race and rights to release limited edition Tag Heuer Monaco chronographs.
This strongly suggests that Monaco will one of the other race title picks in what would be a first for the race organisers, the Automobile Club de Monaco (ACM). The ACM, which has traditionally ring-fenced its own sponsorship deals, last renewed with Tag Heuer in May 2020.
The watch brand has also been in partnership with the Oracle Red Bull Racing Formula One team since 2016.
The other F1 race title sponsors are as follows: Heineken (China, Netherlands, Las Vegas), Lenovo (Japan, Hungary), STC (Saudi Arabia), Crypto.com (Miami), AWS (Italy), Aramco (Spain), Pirelli (Canada, Italy), MSC Cruises (Austria, US, Brazil), Qatar Airways (Great Britain, Azerbaijan, Qatar), Singapore Airlines (Singapore), Etihad Airways (Abu Dhabi).