Driver Leonardo Fornaroli of Italy celebrates after a race in September. Photo: James Sutton - Formula 1/Formula Motorsport Limited via Getty Images)
Luxury powerhouse Louis Vuitton-Moët-Hennessy has landed a 10-year sponsorship of Formula One that will begin next season.
Why it matters: What sets the agreement apart from a typical deal is its sheer scale, WSJ reports.
With dozens of brands under its wing, LVMH has a product for numerous facets of the sports — from timekeeping and uniforms to trophy cases and champagne to be sprayed.
The intrigue: LVMH had considered a similar deal a decade ago, according to WSJ.
But the transformation of the sport's drivers into superstars through Netflix's "Drive to Survive" pushed the conglomerate over the finish line.
Zoom in: "This club of 20 daredevils with Hollywood smiles and preternatural skill for swinging around corners at 150 miles an hour were precisely the pitchmen F1 needed to blur the line between sports and entertainment," WSJ notes.
