Courtesy of Louis Vuitton
To mark the 75th anniversary of the motorsport competition, the luxury brand has signed a 10-year partnership.
Launched in 1950, Formula 1 is inarguably the world’s most prestigious motor racing competition in single-seater history. From March through December, there are 24 Grand Prix races in 21 countries across five continents. In total, there 20 drivers and 10 teams make the Formula 1 grid, with each squad fielding two cars in every Grand Prix; classic tracks such as Silverstone, Spa-Francorchamps, and Suzuka, combined with contemporary additions including Singapore, Qatar, and Miami.
It’s the most popular annual sporting series in the world, with over 6.5 million attendees last year, and a total audience of 750 million, due to growth with women and the Middle East. Drivers such as Lewis Hamilton, Charles Leclerc, and Lando Norris have become marketing superstars, endorsing fashion brands and luxury products to teenage boys and gentlemen who aspire to be the next F1 icon.
To mark the 75th anniversary, Louis Vuitton has signed a 10-year agreement as a global partner, and title partner, with the season beginning with the first Grand Prix in Melbourne on the 14th-16th March. Since its first partnership with the America’s Cup in 1983, Louis Vuitton has sponsored and created trunks to transport and showcase trophies for major sporting events such as the FIFA World Cup, League of Legends, NBA, and the most recent Olympic & Paralympic Games in Paris.
The Formula 1 Louis Vuitton Australian Grand Prix 2025 will be the debut of this partnership, with trackside signage and key visibility at the Albert Park circuit, alongside a bespoke Trophy Trunk, handcrafted at the historic Asnières atelier in France.
It’s where the first automotive trunks were designed by Louis Vuitton’s son Georges, who invented the durable canvas “Vuittonite” to substitute for leather, which is now synonymous with the brand’s identity and heritage. This year, in Australia’s signature colors of green and gold, three drivers will continue the ongoing testament of “Victory travels in Louis Vuitton” at speed of 200 mph.
