LVMH, the French luxury conglomerate, is in final negotiations to become a major sponsor of Formula One, a move that could see brands like Tag Heuer, Moet & Chandon, and possibly LVMH’s hotel chains prominently featured on the global racing circuit. The deal, estimated to be worth $150 million annually, would challenge Rolex, which has been the official timekeeping sponsor of F1 since 2013.
The agreement, still under discussion, could provide LVMH with a broad global platform, leveraging the growing popularity of F1, partly fueled by the success of the Netflix series Formula 1: Drive to Survive. The sponsorship would support the ambitions of LVMH founder Bernard Arnault, whose company has long associated its luxury brands with major sporting events.
LVMH has a history of high-profile partnerships, including sponsorships at the FIFA World Cup and the NFL, and was a significant sponsor of the 2024 Paris Olympics. If a deal is finalized, an announcement is expected before the end of the year.
Representatives from LVMH, Formula One, and Rolex declined to comment on the ongoing talks.
