Luxury tequila brand Volcan de mi Tierra has been named as a new sponsor of motor racing's Formula 1 (F1).
The brand, established through a joint venture between Mexico’s Gallardo family and French luxury goods conglomerate LVMH, will serve as the official tequila of F1.
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The deal is part of LVMH’s wider 10-year agreement with the iconic series.
That tie-up, announced last October and running through 2034, is understood to be worth $100 million annually to F1.
In 2023 and 2024, Volcan de mi Tierra made its first appearance in F1 as the official tequila partner of the Las Vegas Grand Prix.
This year, the brand will increase its presence across F1-operated hospitality spaces, including the F1 Paddock Club, throughout the remainder of the 2025 season.
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By GlobalDataThe overall LVMH-F1 tie-up has already seen several specific LVMH brands – such as watch giant TAG Heuer, spirits company Moët & Chandon, and major fashion label Louis Vuitton – come on board in partnerships covering the motor racing series.
Several drink brands under the LVMH umbrella have become F1 sponsors this year, including French Bloom, under a deal announced last month, Belvedere, and Glenmorangie.
The series has long courted a strong influence in the high fashion and luxury goods industries, thanks in part to its wealthy status and similarly wealthy fanbase.
Aside from LVMH, other major F1 partners include Aramco, AWS, Crypto.com, DHL, Lenovo, MSC Cruises, and Qatar Airways.
