The French Maison becomes Official Partner of the Formula 1 World Championship and Title Partner of the Australian Grand Prix, which will open the 2025 season on 14 March.
Following the announcement of TAG Heuer (a brand belonging to the LVMH Group) as Official Timekeeper of the Formula 1 World Championship starting this year, More details are now coming in about the new partnership between the French giant and F1. Indeed, Louis Vuitton enters the world of Formula 1 as an Official Partner. In the year when the Formula One World Championship turns 75, then, Louis Vuitton will play an active role in the most iconic stages, becoming a reference point for drivers and enthusiasts.
The involvement of the transalpine house with the universe of Formula 1 fa of course part of the partnership with the Group LVMH, new Partner Global, announced in October 2024. This partnership represents the shared pursuit of excellence at a time when fashion, culture, entertainment and sport are connected as never before.
Louis Vuitton: not only Trophy Trunk
In addition to supplying the famous trunks containing the winner's trophy (the Trophy Trunks), the presence of the French Maison will from this year be more constant during the stages of the F1 World Championship.
From this year, the French manufacturer will be a constant presence at all F1 World Championship venues, also by means of trackside signage, a first for the Maison in a sporting event. The famous Trophy Trunk will be presented before the race and will then be present on the podium to honour the winner.
The next cli Formula 1 season will kick off on 14 March with the Australian Grand Prix, in Melbourne, where Louis Vuitton will also be Title Partner of the competition. Present during key moments, the Maison will propose its slogan "Victory travels in Louis Vuitton', which will appear as dynamic graphics.
Louis Vuitton and Formula 1: shared values
The name of the French Maison was already linked to Formula One, thanks to the presence of the Trophy Trunk at the Monaco Grand Prix.
Louis Vuitton established an initial link with Formula 1 through a partnership with the Automobile Club de Monaco, which included the creation and presentation of the Trophy Trunk for the Formula 1 Monaco Grand Prix between 2021 and 2024. However, the Louis Vuitton Trophy Trunk has also been the symbol of triumph in some of the world's most important sporting competitions, such as the FIFA World Cup, the Golden Ball, the Paris 2024 Olympic and Paralympic Games and the America's Cup.
Like all of the company's bespoke creations, Formula 1 Trophy Trunks are made in the historic atelier in Asnières, where some of the first 'auto trunks' were produced under the direction of Georges Vuitton, who anticipated the growing demand for cars as early as the as far back as 1897. Knowing that they would be mounted on the rear of vehicles and exposed to the elements, he chose to avoid leather to create a durable, canvas material, which he called 'Vuittonite' and which over the years evolved into the iconic canvas used today.
"I am immensely proud of this partnership between Louis Vuitton and Formula 1, with the common ambition of always aiming for innovation, craftsmanship and excellence. The synergy of our two worlds is echoed in the savoir-faire of our ateliers and workshops, artisans and engineers, while celebrating the extraordinary performance of the drivers who embark on a journey of excellence with each competition, said Pietro Beccari, President and CEO of Louis Vuitton.
