It’s no secret that Formula One (F1) is the most expensive sport in the world. The financial demands for engineering and development of a race car alone can go up to $20 million; add in the logistics of travelling worldwide, building infrastructure, hosting fees, and exclusive paddock clubs, and you’ll get a multibillion-dollar industry.
Naturally, F1’s glamorous image and high profile attract lucrative sponsorships from luxury brands and significant advertising revenue. With the sport’s exponential growth in recent years, the number of sponsorships between brands and teams, drivers and the sport has only skyrocketed further.
One significant contribution came from LVMH, the world’s largest luxury conglomerate, in October 2024, when they signed a 10-year global partnership with F1. The deal embeds several of LVMH’s flagship brands – namely Louis Vuitton, Moët & Chandon, and TAG Heuer – at the forefront of the sport’s key events. And they’re not the only names vying for a slice of the action.
Combining thrilling sport with elegant art-de-vivre, take a gander at the luxury brands cashing in on F1’s high-performance branding.
Louis Vuitton
As part of LVMH’s 10-year agreement with Formula 1, Louis Vuitton is the title partner of the Australian Grand Prix beginning in 2025. The highly anticipated first Grand Prix of the season set to take place this weekend (14-16 March), and the Maison will take center stage with the graphic tagline of “Victory travels in Louis Vuitton” prominently displayed throughout the track’s signage.
Louis Vuitton will also be crafting a new Trophy Trunk, covered by the emblematic Monogram of the House and adorned with an iconic V in Australia’s signature colours of green and gold. Made by hand at the House’s historic House atelier in Asnières, France, the trunks will be showcased on the podium to celebrate the victory of the Grand Prix winners along the year.
TAG Heuer
Following F1’s deal with LVMH, TAG Heuer replaced Rolex as the sport’s official timekeeper. The Swiss watch brand boasts a rich history in motorsport, becoming the first luxury brand to have its logo appear on an F1 car back in 1969 and the first to sponsor a team in 1971.
Now as the Official Timekeeper of F1, TAG Heuer will have a significant presence both on and off the track, through trackside branding as well as Fan Zone and Paddock Club activations. TAG Heuer is also set to release new product ranges, leveraging F1’s reputation for precision and innovation to showcase its heritage in performance timepieces.
MSC Cruises
MSC Cruises, the world’s third largest cruise line, has been a Global Partner of F1 since 2022 through to 2026. Sharing a commitment towards innovation, entertainment, and sustainability, MSC Cruises builds on its F1 partnership as a title sponsor of three races: Austrian Grand Prix, United States Grand Prix, and Sao Paulo Grand Prix. The partnership brings together the high-end glamour of F1 and MSC Cruises’ impressive fleet, delivering the best hospitality experience to loyal fans of both brands.
Additionally, MSC Group’s luxury ocean travel brand, Explora Journeys, will bring the EXPLORA II to the Monaco Grand Prix. It will be docked in the heart of Monaco’s famous Port Hercule, offering a prime position for race fans to watch one of the most anticipated races of the season. The cruise will also play host to a series of spectacular events with star-studded crowds, while providing a home-away-from-home for lucky guests throughout the weekend.
Qatar Airways
As the Global Partner and Official Airline of F1, Qatar Airways brings motorsport thrills to fans globally through curated packages. After all, it flies to 180 destinations across 85 countries, including many race locations – befitting a global sport that visits (at least) 21 countries every year.
This multi-year partnership will continue to the 2027 season, offering fans the chance to buy travel packages to select Grands Prix to witness the spectacle of F1. To mark their partnership this year, the national state carrier of Qatar will also be the title partner of three races: the British Grand Prix, Azerbaijan Grand Prix, and of course, the Qatar Grand Prix.
Moët & Chandon
Moët & Chandon will take over Ferrari Trento as the Official Champagne of F1, reclaiming its historic role in celebrating Grand Prix victories since the inaugural season in 1950. The iconic luxury champagne label has long been associated with the victories of legendary champions such as Niki Lauda, Alain Prost, Michael Schumacher, and Ayrton Senna.
Continuing this legacy, the top three drivers and the winning team will toast their success on the podium with Moët & Chandon this year. In addition, the champagne will also be taking on the role of title partner of the Belgian Grand Prix 2025.
Belvedere
Champagne aside, Belvedere is making history as F1’s first ever Official Vodka Partner. One of the spirits under the Moët Hennessy group, Belvedere will collaborate with F1 to create one-of-a-kind experiences that celebrate their mutual passion for excellence and exceptional performance. The Polish vodka distillery is also set to host an Official After Party at the Australian Grand Prix, featuring the world’s most renowned DJs in a night of exclusive, world-class entertainment.
Other noteworthy partnerships
Luxury houses aside, here are a few noteworthy official F1 partners and providers that will have significant on- and off-track presence in 2025:
Lenovo
In 2024, F1 and Lenovo announced the extension of their partnership that will see the Chinese technology giant elevated to a Global Partner in a multi-year renewal beginning 2025. As part of the deal, Motorola, a subsidiary of Lenovo Group, will become Global Smartphone Partner of F1.
Lenovo will continue providing F1 staff with state-of-the-art technology devices, solutions, and services to support the delivery of Grands Prix at track and remotely. Under the agreement, Lenovo will also serve as the title sponsor for two races per season, including this year’s Japanese Grand Prix and Hungarian Grand Prix.
PUMA
PUMA is the official supplier at F1 races since 2023, granting it exclusive rights to produce and sell F1-branded apparel, footwear, and accessories. The German sportswear brand is responsible for equipping F1 staff and create lifestyle and motorsports collections for fanwear of all 10 teams around the race circuit. It is also the official provider for several racing teams including Aston Martin, Scuderia Ferrari, Kick Sauber, and Williams.
Plus, PUMA has released a special collection in conjunction with F1’s 70th anniversary this year. The exclusive collection featuring apparel and footwear that pay homage to the heritage of the motorsport while pushing the boundaries of modern style.
On top of that, PUMA is also the Official Partner of F1 ACADEMY – a Formula 4-level, all-female racing series by F1 designed to develop and prepare young female drivers for higher levels of motorsport.
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