Those who have missed the fact that the world of Formula 1 is not shiny enough, will really stop complaining next year. It was announced that next year the sport, celebrating its 75th anniversary, will enter into a global partnership with the LVMH group of companies.

The news of the collaboration was not surprising from the point of view that it had already been revealed that Rolex would leave Formula 1 at the end of this season. This freed up some of the posters along the track, and it was very much in the cards for Liberty Media, the rights holder, to contact a company representing a similar direction.


In the end, it became the aforementioned LVMH. They also own TAG Heuer – the watch brand is not unknown to those who follow Formula 1, for example they were the official timekeepers of the Monaco Grand Prix. The group also includes the Louis Vuitton fashion brand and Möet & Chandon champagnes. Given that F1 has signed a ten-year contract with the entire group of companies, reportedly worth $1 billion, we can rightly expect more luxury brands to appear in the paddocks.

Recently, LVMH has entered into the sponsorship of several sports, and it can be guessed that with a lot of money. However, for the owner Bernard Arnault, a French businessman, all this can hardly click, since he is one of the richest people in the world – he led this year’s Forbes compilation for example.