Louis Vuitton Speeds Ahead as Title Sponsor of Monaco Grand Prix

LVMH goes for pole position. Louis Vuitton’s parent company signed on in 2021 as Formula 1’s global luxury partner in a ten-year agreement. Since then, Louis Vuitton has intensified its involvement in the motorsport championship with special activations per circuit. Thus, it has also sponsored this year’s Australian Grand Prix and is consolidating its position as the main sponsor of the event in the 2026 season.

“This partnership reflects the values of both the principality and the Automobile Club de Monaco and allows us to celebrate victory and excellence, making the Monaco Grand Prix Louis Vuitton Formula into one of the highlights of the season,“ explained Pietro Beccari, President and CEO of Louis Vuitton.

The luxury group has designed the trophy travel case for the winner of the Formula 1 Monaco Grand Prix since 2021, when it began its relationship with the sporting event. The Monaco trunk, handcrafted in the signature workshops near Paris, comes in a custom-colored monogrammed canvas. Painted with a V motif in red and white, it symbolizes, on the one hand, the slogan Victory travels in Louis Vuitton, and on the other, the flag of Monaco.

Louis Vuitton has been associated with other sporting events in recent years, such as Fifa and the Ballon d’Or

Louis Vuitton strengthens its partnership with Formula 1 as a reflection of the deepening connections between luxury brands and the sporting event, which has seen a surge in popularity among younger viewers, as reflected in the Netflix series Drive to Survive.

The competition celebrated its 75th anniversary this year and boasts a global fan base of 827 million, up 12% year-on-year and 63% compared to 2018, according to data from the Formula 1 organization.

In recent years, Louis Vuitton has also partnered with sporting events around the world, including Fifa, the Ballon d’Or, the Rugby World Cup, the Australian Open and the 2024 Olympic and Paralympic Games.

LVMH closed the first nine months of 2025 with revenue of €58.09 billion, down 4% year-on-year and down 2% organically, after posting a 1% gain in the third quarter driven by an improvement in Asia and the pull of Sephora.