The excitement surrounding Formula 1 motorsport is at an all-time high. From race drivers becoming ambassadors for luxury brands to high-profile partnerships, more brands than ever are vying for a coveted spot in F1’s premium world. Held on February 18, F1 Live 75 at London’s O2 Arena offered a glimpse into the sport’s dynamic transformation. As the first-ever all-team unveiling, it evolved into a mainstream entertainment juggernaut, featuring all 20 drivers, their new race cars and a sold-out 15,000-seat venue. Formula 1 has now become a full-blown luxury experience.
“Since Liberty Media acquired F1 under Stefano Domenicali’s leadership, the sport has evolved from a premier motorsport event into a global lifestyle phenomenon. Its growing emphasis on innovation, excellence, and luxury seamlessly aligns with the values shared by luxury consumers,” reasons Matteo Lunelli, President & CEO of Ferrari Trento, the official sparkling wine partner of F1 from 2021 to 2024. True words indeed, as we see the F1 universe expanding exponentially.
The grand entry of luxury brands
Perhaps the biggest announcement is that of a 10-year major tie-up between French luxury goods conglomerate, LVMH and Formula 1. The world’s biggest luxury conglomerate, home to Louis Vuitton, Dior, Hennessy, and TAG Heuer, among others, was already present in the sport in smaller ways. But this new deal? It’s a game-changer. Multiple LVMH brands are now embedded in F1’s global events.
Replacing Ferrari Trento, Moët & Chandon has become the official champagne of F1, securing a presence at every race—most notably in the iconic podium champagne spray. This marks the third LVMH brand in F1’s branding spotlight. TAG Heuer has been unveiled as F1’s new timekeeping partner, while Louis Vuitton has joined as an official partner and the title sponsor of the 2025 season-opening Australian Grand Prix. Adding to the luxury spectacle, expect to see Louis Vuitton’s signature Trophy Trunks being used to present awards to the top three drivers. Adorned with the brand’s iconic monogram, these trunks will be custom-designed for each race.
And why not? LVMH now has a winning formula, based on its sponsorship of Paris Olympics 2024. Though LVMH posted lower revenues for 2024, it did garner 17 times more social media visibility, thanks to the partnership with this mega-sports event.
“Our partnership was transformative for Ferrari Trento’s global visibility. It not only elevated our brand recognition but also strengthened our position in the luxury segment. We connected with discerning consumers across continents. It was a unique opportunity to showcase our Trentodoc sparkling wines in the finest hospitality areas to high-profile guests worldwide,” explains Mr. Lunelli, describing the brand’s global visibility and firm positioning in the luxury market.
The crossover between motorsport and high fashion is becoming increasingly common. Previously, Lewis Hamilton was the sole representation of this fusion—a goldmine opportunity for brands and a major crowd-puller. Credit where it’s due, Sir Hamilton is the pioneer—shaping the intersection of F1 and luxury fashion long before it became mainstream, paving the way for other drivers to enter the spotlight.
French F1 driver Pierre Gasly is now the ambassador for Givenchy’s Gentleman fragrance and recently made an appearance at Paris Fashion Week in Louis Vuitton. Just a few weeks ago, McLaren’s star Lando Norris was appointed as the face of Ralph Lauren Fragrances. One of the most prominent team-wide collaborations was when Tommy Hilfiger partnered with Mercedes-AMG Petronas as the official apparel sponsor, launching the Tommy x Lewis collection while Hamilton was with the team.
Italy’s Ferrari is also leading the F1 fashion pack, making its runway debut in 2021 with its in-house label, Ferrari Style, helmed by creative director Rocco Iannone. In May 2023, London-based brand Reiss entered the F1 world with a multi-year partnership with McLaren, recently unveiling the second series of its team collection.
The beauty industry has also taken notice. Earlier this year, Aston Martin Aramco teamed up with Elemis, bringing luxury skincare into the world of motorsport with premium activations at the Aston Martin Paddock Club Suite. Charlotte Tilbury made history as the first beauty brand to sponsor F1 Academy, using the platform to champion female drivers. More recently, Altassian Williams Racings’ Carlos Sainz Jr. was spotted filming a L’Oréal Paris commercial–further blurring the lines between F1, beauty, and high fashion.
“The rise of digital platforms, immersive fan experiences, and events like the Miami and Las Vegas Grands Prix have helped reposition F1 as a curated luxury experience.”
Luxury spirits brands have also taken notice. Last year, Patrón Tequila launched a high-profile installation at Miami International Airport, timed with the Miami Grand Prix to celebrate its partnership with Oracle Red Bull Racing.
“The rise of digital platforms, immersive fan experiences, and events like the Miami and Las Vegas Grands Prix have helped reposition F1 as a curated luxury experience. It has significantly broadened its appeal, attracting a younger, more diverse, and affluent audience that values heritage and modern sophistication. We can engage with audiences in both aspirational and authentic ways,” Mr. Lunelli further explains.
Few partnerships are as seamlessly aligned as Formula 1 and the world of fine watchmaking. Precision, performance, and innovation drive both industries, making their connection a natural and enduring one. TAG Heuer was the first to fully embrace motorsport, becoming a pioneer in timing and sponsorship when F1 began in 1950. Since 2016, it has been the official partner and timekeeper of Oracle Red Bull Racing. The major shake-up has been Lewis Hamilton’s Ferrari debut after 11 years with Mercedes. His switch also marks a new chapter in his choice of timepieces—trading IWC Schaffhausen for Richard Mille, Ferrari’s official watch sponsor.
Rise of luxe F1-travel
Luxury travel is accelerating within the F1 landscape. With new Grands Prix destinations being added, many cities are seizing the spotlight and capitalising on the influx of affluent travellers by offering curated experiences—from luxury hotel packages to exclusive culinary and nightlife events. High-end resorts, Michelin-starred restaurants, and bespoke cultural tours have become integral to the F1 experience. Some of these destinations are now immersive luxury hubs.
In 2024, the three F1 races in Asia—Japan, China, and Singapore—witnessed a surge in spectators, drawing global attention to these cities. More fans now plan their itineraries around race weekends, blending motorsport with high-end travel experiences. A new study by the experts at Gambling Zone last year predicted that Las Vegas earned the top spot as the best location to visit during F1. The second spot went to Budapest while the third position went to Monte Carlo.
However, the region truly capitalising on this momentum is the Middle East. In recent years, the Gulf has become a powerhouse in the Formula 1 circuit. With four of the 24 races hosted in the region–Bahrain, Saudi Arabia, Qatar and Abu Dhabi–the GCC has firmly established itself as a key player in the world of F1. According to a recent study by Nielsen Sports, Saudi Arabia is one of Formula 1’s fastest-growing markets. The kingdom’s investment in motorsports extends beyond F1, as evidenced by its hosting of the 2025 Dakar Rally.
Exclusive resorts, breathtaking landscapes and with Vision 2030 driving infrastructure growth, F1 weekends will become even more unforgettable, attracting both race enthusiasts and luxury travellers to Saudi Arabia. Beyond the track, a world of luxury and adventure awaits. Just 20 minutes from the circuit, Al Balad—a UNESCO-listed district—has charming alleyways and intricate Rawashin architecture to immerse in during the race weekends.
There’s a reason countries worldwide are eager to host F1 events—they drive local economies and fuel consumer activity. Its calendar spans iconic cities and exclusive destinations, attracting an elite audience that aligns perfectly with luxury brand demographics.
The F1 paddock has long been an exclusive domain, a playground for high-net-worth individuals and business elites. Countries hosting races capitalise on this, using the paddock’s allure to attract luxury travellers and top-tier investors. This year, exclusivity is reaching new heights. Explora Journeys, the luxury cruise brand of MSC Group, has unveiled an elite Formula 1 Paddock Club experience for guests aboard the EXPLORA II during the 2025 Monaco Grand Prix.
“Luxury brands are increasingly recognising the value of deeper, more immersive partnerships with F1 teams—going beyond sponsorship to co-create bespoke experiences, products, and narratives. Ferrari Trento also exemplified this. Paddock Club guests were welcomed with a glass of Ferrari Trentodoc, enjoying it throughout the race weekend,” shares Mr. Lunelli. “The sport’s ability to host events in iconic global cities, combined with exclusive hospitality experiences like the Paddock Club, is what has always attracted high-end brands.”
There’s a reason countries worldwide are eager to host F1 events—they drive local economies and fuel consumer activity. Its calendar spans iconic cities and exclusive destinations, attracting an elite audience that aligns perfectly with luxury brand demographics. In 2023, the Las Vegas Grand Prix alone injected over $1 billion into the local economy. This fusion of sports, tourism, and infrastructure development creates a ripple effect.
A whole new audience
Additionally, F1 has taken conscious steps to be more inclusive, from launching the all-female F1 Academy to fostering partnerships with brands that champion diversity. Sponsorships from luxury, fashion, and beauty brands have also made the sport more relatable to a broader audience. Formula 1’s global fanbase has surged by 5.7% since 2021, marking a significant shift in the sport’s appeal. A major contributor to this growth is the increasing representation of women, who now make up 41% of all F1 fans. Notably, young women aged 16-24 represent the sport’s fastest-growing demographic. This rise in female viewership marks the sport’s evolving narrative, where storytelling, accessibility, and cultural influence play a pivotal role in engaging a broader audience.
“Netflix’s Drive to Survive introduced the sport to new demographics, including younger fans and women, who may not have traditionally followed motorsport. This shift reflected a broader trend where luxury consumers sought authentic, emotionally engaging experiences,” reasons Mr. Lunelli.
The widening spectrum of sponsors—from luxury giants like LVMH to tech leaders like HP and Dropbox—has solidified Formula 1’s position as a commercial powerhouse. F1 has become a powerful symbol of prestige and influence, something luxury brands actively seek. Motorsport is increasingly embracing female and minority drivers, and luxury brands are taking notice of the immense return on investment. The synergy is shaping a new era of cultural relevance. “F1 is now a year-round global spectacle and a luxury lifestyle platform,” adds Mr. Lunelli.
At the same time, given the direction things are heading, some purists hate it, arguing that the sport is losing touch with its roots. Others see it as the inevitable evolution of F1—because in the end, speed and status have always gone hand in hand.
As the 2025 season unfolds, the excitement is palpable—star drivers have switched teams, fresh rookies are stepping in, and Formula 1 is steering full throttle into the world of luxury. Buckle up, because a bold new era of F1 is here!
