LVMH has become a Global Partner of Formula 1 in a new ten-year agreement.
The beauty and fashion giant’s deal with the international motorsport will launch in 2025 “at a time of incredible ongoing popularity, cultural relevance and overall excitement for Formula 1,” read a statement from LVMH.
It will deliver “unparalleled experiences” which combine sport with “art-de-vivre”, which translates to “the art of living”.
Several of LVMH’s maisons will be involved, spanning fashion, jewellery, beauty, spirits and more.
Louis Vuitton, Moët Hennessy and TAG Heuer are among those named so far.
“The people, the quest for excellence and the passion for innovation are at the heart of the activity of our maisons and Formula 1,” said Bernard Arnault, Chair and CEO of LVMH.
“Both in our workshops and on circuits around the world, it is this incessant search to break boundaries that inspires our vision.
“And this is the meaning that we want to bring to this great and unique partnership between Formula 1 and our group.”
Further details of the deal will be revealed in early 2025.
The “landmark partnership” came to fruition because of both companies “relentless pursuit of excellence”, commented Stefano Domenicali, President and CEO of Formula 1.
This is not the first time LVMH has tapped into the rising marketing power of beauty-sport partnerships.
The company’s beauty retailer Sephora was the official sponsor of the Torch Relay at the Paris 2024 Olympic and Paralympic games.
LVMH is also not the only beauty company to collaborate with Formula 1 either.
Puig-owned make-up brand Charlotte Tilbury made a deal with the F1 Academy this year to encourage increased female involvement in motorsport.
THG selected global sports marketing agency Right Formula to activate the group’s first-ever multi-faceted sports sponsorship with Williams Racing in Formula 1.
Men's shaving and lifestyle brand Gillette, meanwhile, has previously collaborated with motor racing team McLaren Mercedes.