LVMH and Formula 1 on Wednesday announced a decade-long partnership to begin in 2025. As part of the deal, several LVMH brands including Louis Vuitton, Moët Hennessy and TAG Heuer will enjoy sponsorship opportunities across the sport.

LVMH has increasingly aligned its houses with the motorsport. Louis Vuitton has created the trophy case for the Monaco Grand Prix since 2021, Berluti sponsors French driver Pierre Gasly and Dior announced British racing driver and seven-time championship winner Lewis Hamilton as an ambassador in July. Since 2016, luxury watchmaker Tag Heuer has been the official timekeeper of the Red Bull Racing team.

The news comes as fashion increasingly looks to the world of sport for new marketing and sales opportunities. Formula 1 has also enjoyed booming cultural appeal in recent years, leading to interest from sports giants like Puma and streetwear brands.

LVMH and Formula 1 said details of the partnership will be announced early next year.

Stay tuned to BoF for updates on this developing story.

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