🍾 €150mn for 10yrs, this is quite the deal (from 2025), locking up alcohol deals, watch sponsorship and the full group sponsorship and of course, neatly squaring away Rolex. Its a very clever move for LVMH for a lot of reasons:
🏁 Is there a better global platform to bring to life your luxury brands across generations? Visiting 24 of the worlds most exciting cities (note - for luxury, countries are not as important as key cities) incl. Melbourne, Miami, Monaco, Mexico City, Singapore, Austin, Las Vegas, Suzuka (near ish to Kyoto) etc etc
🏁 The perfect way to bring the watch brands from LVMH to life from a performance angle and a brand perspective - F1 is the pinnacle sport for timing
🏁 With an international glitterati crowd regularly attending, fans growing again from different generational cohorts and guests of the drivers (and some of the drivers themselves) - glamour is firmly back in F1 and what an opportunity to influence new consumers across the LVMH portfolio of brands. The F1 circuits/villages are ideal (and brand protected) spaces for activations and pop ups - with teams no doubt protecting the sponsorship rights. The travelling circus is 'the' perfect global travel retail opportunity to reach clients.
🏁 Hospitality - able to close out competition around Champagne (handy for podium of course), wine, spirits and no/low alc. This is a weekend of Moet Hennessy in your glass. YQuem. Dom Perignon, Dom Ruinart, Ch. Galoupet rosé, Whispering Angel, magnums of Moet & Cheval blanc of course in the winners lounge...Maybe some Hennessy, Glenmorangie to follow. Dry country? No worries - handily the announcement of a majority stake in French Bloom no/low sparkling wine is perfect timing
🏁 Brand announcements/launches - could there be a better international platform for brand launches, collaborations or announcements? A protected space and a captive audience....
🏁 F1 is an authentic, performance-based, individual/personality-led team-sport which inspires its fans, creates drama, has a colourful history and makes all our eyes water at the sheer investment dropped in a competitive event delivering at the very forefront of technology. Ticking any boxes yet? You betcha.
Only LVMH could pull off this deal, there is no other group in the world who could have the power, portfolio or capacity to sign something of this significance/magnitude and still likely come away from the deal in profit. It's a very impressive partnership and one which should in theory be long talked about for in business, marketing and sporting circles. Maybe this partnership will illustrate a shift in the way luxury brands reach their new consumer and the development of a new luxury playground. Will Rolex be upset, unlikely but I suspect LVMH may be opening some of the good stuff tonight.......
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As Formula 1® prepares to celebrate its 75th anniversary in 2025, LVMH will become a Global Partner from 2025 in a new 10-year agreement.
With this new partnership both Formula 1 and LVMH are excited to write riveting new chapters of this incredible story. As part of the deal, several of LVMH’s iconic Maisons will be involved in the partnership, including Louis Vuitton, Moët Hennessy and TAG Heuer.
At the crossroads of the LVMH Group’s values of creativity and excellence with Formula 1’s innovation and high-performance, the partnership will bring together the best of these two worlds and provide unparalleled experiences combining thrilling sport and elegant art-de-vivre, wheel-to-wheel racing and time-tested craftsmanship, for enthusiasts, fans and clients.
LVMH and its teams will share their exceptional savoir-faire and entrepreneurial spirit to enhance the overall Formula 1 experience, through hospitality, bespoke activations, limited editions and outstanding content.
Learn More: https://lnkd.in/eZnkts6u
#LVMH #Formula1 #LVMHxFormula1
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2moWould be massive if the deal goes through. Change of an era. 😊