Australia – Louis Vuitton has joined Formula 1 as an official partner, beginning first with their title sponsorship of the Australian Grand Prix–the first race of the year for F1 this 2025 happening on March 14-16–with the event to be officially called Formula 1 Louis Vuitton Australian Grand Prix 2025.
This news follows the recent partnership between LVMH, the brand’s parent company, and Formula 1 as a global partner for 10 years beginning in 2025.
Through this new partnership, Louis Vuitton will be immersed in F1 weekends, including prominent trackside signage – a first for Louis Vuitton at a sporting event. They will also have a key role in celebratory moments such as the opening ceremony and on the podium, where their famous Louis Vuitton Trophy Trunks will be presented to celebrate the top three drivers’ achievements.
The new Trophy Trunks, covered by the emblematic monogram, will be emblazoned with the iconic “V” in a unique local colour scheme for each race against the classic brown background.
It is worth noting that this is not the first time the iconic French luxury brand made an appearance in the Formula 1 tracks, when it developed and presented the first Trophy Trunk, through a partnership with the Automobile Club de Monaco, at the Monaco Grand Prix between 2021-2024. That symbol of triumph has subsequently rolled out across some of the world’s preeminent sports competitions, including football, sailing, and the Olympics.
Moreover, Louis Vuitton’s partnership with Formula 1 is a key element of the global LVMH Partnership, which represents the shared pursuit of excellence at a time when fashion, culture, entertainment, and sports are converging like never before.
Stefano Domenicali, president and CEO at Formula 1, said, “We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race. This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.”
He added, “The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton.”
Meanwhile, Pietro Beccari, chairman and CEO at Louis Vuitton, commented, “I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision. The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race.”
