Formula 1 set to part ways with Rolex, signs Billion Euro new sponsorship deal

In a stunning shift within Formula 1's sponsorship landscape, the sport is set to part ways with longtime partners Rolex and Ferrari Trento after the current season, making way for a groundbreaking new partnership. F1 has signed a colossal 10-year deal worth €1 billion with LVMH, the luxury conglomerate that owns iconic brands like TAG Heuer and Louis Vuitton.

This deal, which will kick off in 2025, is being hailed as a major move in the sport’s commercial evolution, perfectly timed to coincide with Formula 1’s 75th anniversary celebrations. The agreement will see LVMH contribute an estimated €100 million per season, totalling €1 billion over the decade-long partnership.

This not only makes it one of the most lucrative deals in Formula 1’s history but also highlights the sport's increasing appeal to global luxury brands. As the partnership with LVMH begins, fans can expect brands like TAG Heuer, a longtime supporter of motorsports, to feature more prominently on the F1 stage, adding further prestige to the sport.

What did the F1 CEO say about the deal?

Formula 1 CEO Stefano Domenicali expressed his enthusiasm for the collaboration, emphasizing the shared values of excellence that underpin both F1 and LVMH. “Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025," Domenicali said.

He also highlighted LVMH's capacity to strengthen the sport’s global appeal, noting that its extensive brand portfolio and innovative approach will help F1 continue to attract a diverse and expanding fanbase. “This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life,” Domenicali added.

As Formula 1 prepares for its 75th anniversary, the sport is aligning itself with partners that reflect its values of luxury, innovation, and global reach. With LVMH in its corner, F1 looks set to accelerate into a new chapter of commercial success and fan engagement.