From CNBC: 2024-10-02 12:25:28

Formula One and luxury giant LVMH are set to enter a 10-year partnership, focusing on hospitality, activations, limited editions, and content, starting next season. The brands have collaborated successfully before, with LVMH’s luxury brands like Louis Vuitton and TAG Heuer included. More details will emerge in 2025, with no financial specifics disclosed.

Netflix’s “Formula 1: Drive to Survive” series in 2019 helped broaden F1’s audience, showcasing drivers’ personalities. Social media and content creators also contributed to expanding the sport’s fan base. The next event is the Grand Prix on Oct. 20 in Austin, Texas. Liberty Media’s ownership of F1 has amplified its growth.



Read more at CNBC: LVMH and Formula One announce 10-year partnership