Formula 1 is going to look a little different in 2025: Lewis Hamilton will be wearing red, a new rookie class is joining the grid, and French conglomerate LVMH will be everywhere in the paddock. From bottles of Moët & Chandon on the podium to monogrammed Louis Vuitton trophy cases, the luxury empire’s 75 brands — or maisons as they're referred to in-house — will be all-pervasive at races after LVMH owner Bernard Arnault inked a 10-year megadeal with Formula 1.
The move wasn't entirely unexpected. For months, speculation swirled that LVMH watch brand TAG Heuer was in talks to become the sport’s official timekeeper, replacing Rolex, which held the title for more than a decade. However, the sheer scale of LVMH’s eventual F1 sponsorship — worth a reported $1 billion — was bigger than anyone could have imagined.
