F1 Shifts Gears: LVMH Replaces Rolex in Landmark $1 Billion Sponsorship Deal

F1 strikes a deal potentially valued at over $1 billion, putting an end to the famous Rolex crown images starting in 2025.

Formula 1 has just revealed a significant sponsorship agreement with the luxury brand conglomerate LVMH, who will be replacing Rolex.

Bloomberg reports that the agreement may exceed $1 billion, with LVMH Moët Hennessy Louis Vuitton SE set to sponsor Formula 1 grand prix events starting in 2025.

The luxury conglomerate LVMH encompasses brands such as Louis Vuitton, Moët Hennessy, and TAG Heuer.

This marks the conclusion of Rolex's participation in Formula 1, as the Swiss watch company has served as the official timekeeping sponsor for the sport since 2013.

The Rolex crown logo, often linked with synonyms, has led to the creation of several memorable images featuring Formula 1 drivers. One notable example is a photograph of Lewis Hamilton on the podium, with the famous emblem positioned above him.

Formula 1 has stated that more information about the collaboration will be revealed in the beginning of 2025.

In recent news, Formula 1 CEO Stefano Domenicali expressed his excitement by stating, "Our sport is built on the constant quest for excellence, a principle that LVMH also holds dear. Therefore, I am thrilled to reveal that this groundbreaking partnership will commence in 2025."

As Formula 1 expands its reach worldwide and draws in a broader and more varied audience, LVMH's robust and extensive capabilities make it an ideal collaborator for us. Together, we aim to consistently improve the experience for our fans and preserve the rich legacy of our remarkable sport.

"This collaboration marks a significant milestone for both firms, and I want to express my gratitude to Bernard and Frédéric Arnault for their foresight and dedication in realizing this project."

Liberty Media's CEO, Greg Maffei, stated that LVMH and Formula 1 are two internationally recognized brands known for continually expanding the limits of creativity and innovation, principles that are central to Liberty Media.

"We were excited to collaborate with one of LVMH's Maisons at last year's Las Vegas Grand Prix, and we're pleased to deepen our partnership with the Group now that they are joining us as a Global Partner."

"The chance to expand our business deals reflects our vision for the future of Formula 1 as it continues to enhance its reach. We are excited about collaborating with Bernard and Frédéric Arnault in the coming years."

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