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.”

Australia – The Formula 1 Australian Grand Prix has unveiled its new positioning – ‘Expect Nothing Less; – with brand strategy, brand system and campaign work created by independent agency Bullfrog.

Working with the Australian Grand Prix Corporation’s executive team and internal creative team, Bullfrog has executed a dynamic new direction with the ambition to build excitement and get fans revved up for the 2025 racing season. 

The creative represents the ongoing evolution of the sport into a cultural phenomenon beyond the race itself – supercharged by Netflix’s ‘Drive to Survive’.

The new brand commenced rolling out through all marketing, brand behaviours and event design from September this year, with tickets for the 2025 event going on sale tomorrow. 

Lani Evans, division manager, brand at Australian Grand Prix Corporation, said, “The event has undergone a tremendous evolution in recent years, as demand for tickets increases and our audience diversifies. With the current contract seeing Melbourne hosting the event until 2037, it was important we reflected our changing demographics and gave ourselves a platform to build on for the future.”

Meanwhile, Mike Doman, executive strategy director at Bullfrog, commented, “The most iconic events on the Formula 1® calendar have a strong and singular focus. Monaco is exclusivity, Monza is fired up by the Tifosi, Vegas is borne from the city’s indulgence, while Singapore has the night race.”

He added, “For Melbourne, it’s everything we love about this liveable city that drives our race experience. Our goal was to reflect our city’s commitment to extraordinary and drive to push things right to the edge of what’s possible. Playing a role in defining something as iconic as the Formula 1® Australian Grand Prix for the next decade was a dream come true.”