Formula One, owned by Liberty Media, and luxury conglomerate LVMH, have announced a 10-year partnership, starting with the next F1 season. The collaboration will include exclusive hospitality experiences, special activations, limited-edition products, and premium content across various LVMH brands like Louis Vuitton, Moët Hennessy, and TAG Heuer.

This deal builds on the successful collaboration during last year’s Las Vegas Grand Prix, as noted by Liberty Media CEO Greg Maffei, who sees it as part of F1’s growth strategy. LVMH CEO Bernard Arnault echoed this, highlighting the partnership’s focus on pushing boundaries both in racing and luxury branding.

 

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While no financial details were shared, more specifics are expected in 2025. Formula One has seen rapid growth since Liberty Media acquired it in 2017, with a boost from Netflix’s “Drive to Survive” series, which brought the sport to mainstream attention. Social media has also played a key role in expanding F1’s global fan base.

The next Grand Prix is set for Oct. 20 in Austin, Texas.