It’s rare that I write about current events in the DRUMROLL section of our website, but this time I couldn’t pass up the opportunity.
This feels like another flag waving moment. Fashion, and the luxury sector in particular, is making its way into Formula 1. For everyone involved – organizations, brands and even consumers – big changes are on the horizon. The sport has become more exclusive, more technological and more media-driven, making it more popular than ever.
Yesterday, the LVMH Group and Formula 1 announced a decade-long partnership that will begin in 2025. As part of the deal, several of its brands, including Louis Vuitton, Moët Hennessy and TAG Heuer, will benefit from sponsorship opportunities across the sport.
The group has been increasing its presence in high-end sports, with the America’s Cup being one of its latest initiatives.
This news comes at a time when fashion is increasingly turning to the world of sport for new marketing and distribution opportunities. Formula 1 has recently seen a huge increase in cultural appeal, attracting interest from sportswear giants and various streetwear brands.
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