French luxury giant LVMH has struck a 10-year sponsorship deal with Formula 1, covering its Louis Vuitton, Moet Hennessy and TAG Heuer brands and replacing long-time sponsor Rolex, the company announced Wednesday.
The sponsorship deal comes into effect in 2025 and marks a fresh push by LVMH into sports.
The company, headed by one of the world’s richest men, Bernard Arnault, paid some €150 million ($166 million) to be the premium sponsor of the Paris Olympics.
At the Paris Olympics, LVMH and other companies broadened the realm of traditional brand sponsorship, taking part in medals ceremonies, for example.
The company’s sponsorship of the Paris Olympics included its jeweler Chaumet, which designed medals for the event, with each containing an original piece of the Eiffel Tower.
Persons:
Louis Vuitton, Moet Hennessy, Bernard Arnault, ”, LVMH, Frederic Arnault, ” LVMH, Chaumet
Organizations:
Louis, TAG, Rolex, Paris Olympics, Paris, Eiffel
Locations:
Swiss, LVMH