Louis Vuitton, the prestigious French luxury fashion brand part of the LVMH conglomerate, has furthered its association with the elite Formula 1 motor racing series, taking up title sponsorship of its iconic annual Monaco Grand Prix.
This tripartite agreement, which includes the brand, the series, and the race’s Automobile Club de Monaco organizer, will cover multiple editions of the prestigious event, with prominent trackside branding also included.
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The podium trophies for the race will be presented in Louis Vuitton branded ‘Trophy Trunks’, which have also seen use at major events such as the FIFA World Cup, sailing’s America’s Cup and the Paris 2024 Olympic Games.
Monaco will be the second race on the series’ calendar to have Louis Vuitton as title sponsor, after the brand took up naming rights for the Australian Grand Prix at the beginning of 2025.
That commercial deal also included “prominent trackside signage” at other races, and a role during celebratory moments such as the opening ceremony and post-race podium, including at the 2025 Monaco Grand Prix.
With Louis Vuitton having been an individual partner of that iconic event between 2021 and 2024, this new deal means 2026 will be the sixth consecutive edition of the race that the fashion house will play a prominent role in.
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By GlobalDataThis all comes as part of an overall, wider tie-up between F1 and LVMH, which was announced in October 2024, and runs through 2034.
Through that agreement, a number of LVMH brands have struck individual-level commercial agreements with F1, including watch giant Tag Heuer and spirits company Moët Hennessy.
The event, now known as the Louis Vuitton Grand Prix de Monaco, will next take place from June 4 through 7 with its regular street circuit layout.
Tag Heuer, another brand in the LVMH group, was the race's previous title partner.
At the time of the initial Louis Vuitton partnership back in January, F1 president and chief executive Stefano Domenicali said: “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.”
