Louis Vuitton has partnered with Formula 1 as part of a broader 10-year sponsorship deal with LVMH, making the luxury brand the title sponsor of the 2025 season-opening race in Melbourne. The event will officially be named the Formula 1 Louis Vuitton Australian Grand Prix 2025.

As part of the deal, Louis Vuitton will have exclusive trackside branding and play a key role in celebratory moments, including the podium presentations. The brand’s iconic Trophy Trunks will be customized for each race, showcasing locally inspired color schemes. These handcrafted trunks originate from the brand’s atelier in Asnières, France, where Louis Vuitton’s original auto trunks were first designed in 1897.

The Race winner trophy is seen in a Louis Vuitton trunk on the grid.

This partnership marks a deeper luxury presence in F1 following LVMH’s takeover of Rolex’s former sponsorship, a move estimated to be worth $1 billion. Alongside Louis Vuitton, TAG Heuer—part of the LVMH group since 1999—will return as F1’s official timekeeper in 2025 for the first time since 2003. TAG Heuer, known for its deep motorsport roots, previously partnered with Ferrari, McLaren, and Red Bull Racing. With its decade-long commitment to F1, Louis Vuitton continues its legacy of crafting trunks for prestigious events like the FIFA World Cup, the Ballon d’Or, and the Olympics.