LVMH has signed a potentially $1 billion deal to sponsor Formula One races from 2025, replacing Rolex as the official timekeeping partner.
This 10-year tie-up reflects LVMH’s ambition to capitalize on the growing investment and viewership in global sports, particularly motorsport.
The deal comes after LVMH's involvement in the recent Olympic and Paralympic Games, signaling a broader strategy of engaging with prestigious sporting events.
Rolex's loss of the sponsorship marks a significant change in F1's branding landscape, indicating LVMH's commitment to become a key player in motorsport sponsorship.
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