Louis Vuitton Named Title Partner of F1 Australian Grand Prix

In a groundbreaking move, LVMH has signed on as a Global Partner of Formula 1® for the next decade, with Louis Vuitton joining the sport as an Official Partner in 2025. This union brings together two iconic names, both recognised for their commitment to excellence and innovative spirit.

As part of this exciting partnership, Louis Vuitton will serve as the Title Partner for the 2025 season opener in Melbourne, which will now be known as the FORMULA 1® LOUIS VUITTON AUSTRALIAN GRAND PRIX 2025. This marks a significant milestone as Louis Vuitton takes a prominent role in the sport, with notable trackside visibility – a first for the brand in a sporting setting. The luxury label will also play a key role in several major event moments, such as the opening ceremony and the winners’ podium, where the renowned Louis Vuitton Trophy Trunks will be presented to the top three drivers.

These distinctive trunks, decorated in the brand’s signature Monogram, will feature a unique “V” design and bespoke colours for each race, celebrating the local spirit while staying true to the brand’s iconic aesthetic.

Louis Vuitton’s ties to Formula 1 were first forged through a collaboration with the Automobile Club de Monaco for the Formula 1 Grand Prix de Monaco™, during which the brand introduced the Trophy Trunk between 2021 and 2024. Since then, this symbol of victory has become a hallmark of excellence at major sporting events around the globe, including the Olympics, football, and sailing.

This partnership is also a key component of the LVMH Global Partnership with Formula 1, underscoring a shared vision of pushing the boundaries of luxury and performance at a time when the worlds of sport, culture, fashion, and entertainment are more interconnected than ever.

Stefano Domenicali, President and CEO of Formula 1, shared:

"We are excited to welcome Louis Vuitton as the Title Partner for the 2025 season opener. This partnership is built on a shared passion for innovation and excellence, making it a perfect fit for both of our brands. Louis Vuitton’s involvement will not only enhance the sport’s experience but also underscore the connection between luxury craftsmanship and the very best of motorsport. We look forward to what will surely be an unforgettable year in 2025, starting with our exciting collaboration."

Pietro Beccari, Chairman and CEO of Louis Vuitton, stated:

"We are incredibly proud of this partnership with Formula 1, which perfectly aligns with our dedication to innovation, craftsmanship, and precision. The collaboration between our worlds – where the expertise of our ateliers meets the engineering brilliance of the sport’s teams – highlights the outstanding achievements of drivers who continue to strive for greatness with every race."