After making its mark as the Olympics 2024 sponsors, LVMH’s Louis Vuitton has now partnered with Formula 1 as the Official Partner and Title Partner of the Formula 1 Louis Vuitton Australian Grand Prix 2025 in Melbourne. For both industries, it represents a remarkable milestone as they merge Louis Vuitton’s heritage in craftsmanship with the high-speed world of motorsport.
This year marks the 75th anniversary of Formula 1 and the season will kickstart on March 14, 2025. Formula 1 Louis Vuitton Australian Grand Prix 2025 takes place on March 16, 2025 in Melbourne, Australia. The luxury brand will accompany this championship journey in pursuit of continuing the tradition that “Victory travels in Louis Vuitton.” The tagline will dominate Melbourne’s on-track signage in bold graphic form.
To further commemorate this alliance, Louis Vuitton has crafted a custom Trophy Trunk for the event. Designed at the maison’s historic Asnières atelier in France, the trunk is covered in the brand’s signature Monogram canvas and features an iconic V, accented with Australia’s national colors of green and gold.
This bespoke piece pays homage to Louis Vuitton’s legacy of creating exceptional travel trunks, dating back to 1897 when Georges Vuitton first introduced automotive trunks designed for early car travel.
Over the next 125 years, Louis Vuitton maintained a strong connection with automotive culture. Anticipating the rise of cars and travel, Georges’ developed a sturdy canvas material called “Vuittonite” to replace leather, ensuring the trunks could endure the elements. This innovation eventually evolved into the renowned Louis Vuitton canvas we know today.
Speaking on the partnership, Pietro Beccari, Chairman and CEO of Louis Vuitton said, “I am extremely proud that Louis Vuitton is the Title Partner of the Australian Louis Vuitton Grand Prix 2025. During this first Grand Prix of the season in Melbourne, the world’s greatest champions will embark on a journey towards excellence. Over the course of every race, the drivers and engineers – like artisans in our ateliers – demonstrate creativity, precision, and exceptional determination, each one a value held dear by Louis Vuitton.”
The brand’s relationship with motorsport began with the Formula 1 Grand Prix de Monaco, where it designed and presented the Trophy Trunk from 2021 to 2024 in partnership with the Automobile Club de Monaco. The partnership with Formula 1 also falls under the broader LVMH Group’s Global Partnership, which was first announced in October 2024.
Louis Vuitton has an extensive history of collaborating with prestigious sporting competitions, including FIFA World Cup (2010, 2014, 2018, 2022), Roland Garros (2017, 2018), NBA (2020, 2021, 2022), Rugby World Cup France 2023, Ballon d’Or (2023, 2024), Olympic & Paralympic Games Paris 2024 and Australian Open (2023, 2024).
