LVMH x Formula 1
Why this partnership will be my Roman Empire.
In July, when I shared my deep dive into LVMH’s sponsorship of the 2024 Paris Olympics, I had predicted it was just the start of their expansion into the sports market. Now, with the LVMH x Formula 1 10-year partnership, we’re seeing the strategy in action.
This is a serious win-win, perhaps more so for the luxury conglomerate and here’s why:
For LVMH, it’s not just about racing or the glitz and glamour on the track – they're tapping into the cultural momentum F1 has gained in recent years. This is a game changer in their strategy to connect with a younger, more engaged audience, as we've seen through the Loewe x On and Lewis Hamilton x Christian Dior Couture collabs to name a few.
Some F1 perks that LVMH will benefit from:
💁🏻♀️ Huge female fan base: 40% of F1’s global fans are women (+400% growth since 2017)
🐣 Younger audience: the average F1 fan is 32 years old, much younger than NFL/NBA fans
📈 Rising viewership: F1 continues to see increasing viewership for its races, like the Miami Grand Prix which pulled 3.1M viewers, making it the most-viewed live F1 race ever in the history of US television
As a sports and fashion enthusiast - not to mention an avid F1 fan - this partnership is going to be my Roman Empire. Here's what I'm looking forward to seeing from the diverse Maisons under the LVMH umbrella:
- Hamilton not having to carry the entire grid's fashion game next season. He’s got Dior, but since this partnership is based on a common passion for innovation & relentless pursuit of excellence, I’d love to see brands like Berluti and Loro Piana show up with young designs for some of the other drivers. No more excuses, boys
- Sports-inspired jewelry designs from CHAUMET & Tiffanys (the latter is already doing this for women's sport with its recent partnership with ATHLOS)
- Limited-edition F1-inspired lifestyle capsules from Marc Jacobs, RIMOWA and Loewe across categories
- SEPHORA pop-ups at races & social content featuring the women on the grid, especially the engineers (+ brownie points for hopefully featuring the powerhouse F1 Academy female drivers)
- A Daniel Ricciardo x Veuve Clicquot limited edition bottle even if it is after his departure from the grid (and he has his own wine) because let's be honest, the honey badger shoeys were a pop culture moment and deserve to be memorialized
Can't wait to see what this deal entails and if F1 Academy is inclusive. Let me know what you'd like to see from this partnership!