Luxury brands double down on F1
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The Louis Vuitton trophy is displayed during the Formula 1 Pirelli British Grand Prix 2026 at Silverstone Circuit on July 5. Photo: Jon Hobley/MI News/NurPhoto via Getty Images
Luxury brands are investing more in Formula One, moving beyond traditional sponsorships to owning major pieces of the F1 experience.
Why it matters: Luxury companies tend to invest heavily in hospitality and VIP experiences, turning race weekends into lifestyle events that go viral online.
Zoom in: While Swiss watchmakers, automotive companies and beverage companies have been investing in F1 for decades, fashion houses are relatively new to the paddock.
- LVMH most notably signed a 10-year global partnership with F1 beginning in 2025 that is reportedly worth about $1 billion.
- Subsidiary TAG Heuer became the first-ever title partner of the Monaco Grand Prix in 2025, followed by Louis Vuitton in 2026.
- Gucci, ahead of Monaco this year, announced a multiyear title sponsorship of the Alpine Formula 1 team beginning in 2027.
- Lacoste expanded its relationship with Alpine beyond apparel with a one-off concept road car, featuring Lacoste ambassador and Alpine F1 driver Pierre Gasly in a promo video.
Between the lines: Luxury marketers are looking beyond the track to make big marketing splashes. This trend was on full display at Monaco this year.
- Alo Yoga charted a branded superyacht called the "Alo Voyage: Wellness Club at Sea" and docked it in Monaco during the race weekend. It invited mega-influencers such as Alix Earle and Jake Shane to document their stays for millions of followers around the globe.
- TAG Heuer, which returned as F1's official timekeeper when its parent company LVMH signed its new deal, made its Monaco GP yacht one of the biggest celebrity draws this year.
The big picture: F1's culture of scarcity and status aligns well with luxury brands, but its global fanbase — which is rapidly becoming younger and more diverse — is also critical.
- The Carlyle Group, one of the world's largest private equity firms, became the first global private markets firm to strike a major deal with a F1 team when it signed a multiyear deal with Oracle Red Bull Racing last year.
- Carlyle CEO Harvey Schwartz told Axios at the Monaco Grand Prix that it invested in F1 because it reaches a young, global audience that's more than 40% women.
What to watch: As drivers develop bigger followings online, luxury companies are investing more in outfitting the drivers themselves.
- Case in point: F1 champion Lewis Hamilton, a brand ambassador for Dior, Tommy Hilfiger and others, co-chaired the Met Gala alongside Anna Wintour last year.
