Louis Vuitton has become an official partner of Formula 1 on the heels of LVMH entering into a 10-year global partnership agreement with the series starting in 2025.
The luxury brand will additionally serve as the title partner for the season-opening grand prix in Melbourne from March 14-16, officially named the Formula 1 Louis Vuitton Australian Grand Prix 2025.
Aside from securing the naming rights for the Australian GP, Louis Vuitton will have prominent trackside signage, a first for the major fashion label at a sporting event.
It will also be part of celebratory moments, including the opening ceremony and podium presentations, during which the Louis Vuitton Trophy Trunks will honour the top three drivers.
For each race, the new trunks will feature a unique, locally inspired colour scheme for the iconic “V” set against the classic brown background.
These trunks are handcrafted at the brand’s atelier in Asnières, France—the very place where Georges Vuitton, the son of Louis Vuitton, designed the original ‘auto trunks’ way back in 1897.
Stefano Domenicali, president and CEO of Formula 1, said: “We are thrilled to welcome Louis Vuitton as title partner for our first 2025 race.
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“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.
“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.”
Louis Vuitton forged a relationship with F1 when it created the first Trophy Trunk in partnership with the Automobile Club de Monaco at the Monaco Grand Prix back in 2021.
With a decade-long partnership in place, the brand taps into its history of crafting custom trunks for prestigious events such as the FIFA World Cup, the Ballon d’Or, and the Olympics.
Pietro Beccari, chairman and CEO of Louis Vuitton, added: “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.”
This article was originally published on forbes.com.
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