The 2025 Australian Grand Prix, held on March 16th in Melbourne , marks a turning point for Formula 1. This year, Louis Vuitton is no longer content with simply being trackside: the French fashion house has become the title sponsor of the race, renamed for the occasion the "Formula 1 Louis Vuitton Australian Grand Prix 2025" . A fusion of prestige and performance, of artisanal expertise and extreme speed.

A partnership tailored for the elite

LVMH and F1 : a partnership that was formalized last October with the signing of a 10-year global agreement. A strategic deal that places the group's biggest brands on the starting grid: TAG Heuer for timing, Moët Hennessy for celebrations, and now Louis Vuitton , which is imposing its DNA even in the naming rights for the races.

Stefano Domenicali , CEO of Formula 1 , welcomed this alliance:

"This is a partnership between two global icons linked above all by their great passion for innovation, excellence and creativity, making them two exceptional, timeless stories."

Pietro Beccari , president of Louis Vuitton, shared the same enthusiasm:

"I am extremely proud of this partnership between Louis Vuitton and Formula 1 and of our shared ambition to always pursue innovation, craftsmanship and precision."

After Roland-Garros , the Rugby World Cup and the America's Cup , Louis Vuitton adds a new trophy to its collection.

The announcement of this partnership is part of a broader strategy. For several years, F1 and luxury have been growing closer: VIP paddocks, fashion shows during race weekends, drivers in full designer outfits... This collaboration between Louis Vuitton and F1 seemed inevitable.

An exclusive case for the Grand Prix trophy

To mark this first Grand Prix under his era, Louis Vuitton unveils a custom-made case for the race trophy.

Made in the historic workshops of Asnières, it incorporates the signature codes of the house:

• A monogrammed canvas cover, a tribute to iconic travel trunks.
• Gold-plated brass corners, an iconic detail of LV craftsmanship.
• A refined interior, designed to enhance the trophy and ensure its protection.

(Photo: Highsnobiety)

(Photo: Highsnobiety)

A piece that further cements F1's place in the world of luxury and exclusivity.

Formula 1 is becoming the playground of luxury brands

With its exploding audience and increasingly premium demographic, Formula 1 is establishing itself as a strategic lever for luxury brands. The partnership with Louis Vuitton confirms that the sport is no longer limited to mechanics and speed, but is becoming a symbol of lifestyle and elegance.

This alliance could be the starting point for new activations: capsule collections inspired by motorsport, exclusive collaborations with racing teams, or even private events in the colors of the French brand.

One thing is certain: Louis Vuitton has no intention of slowing down anytime soon.

While waiting for the next race, check out our selection of Louis Vuitton bags here .