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Rolex may end F1 sponsorship, LVMH eyes takeover

Rolex is considering ending its 11-year sponsorship of Formula 1 racing, potentially to be replaced by LVMH starting next season, as reported by Coronet. Rolex, known for its $50 million annual sponsorship as the official Formula 1 timekeeper since 2013, might yield to LVMH’s reported $150 million deal. This change could bring Tag Heuer and Hublot into the spotlight, given their strong ties to motorsport. The move raises questions about future brand visibility in racing and reflects contrasting strategies in luxury sports sponsorships, with Rolex’s diverse event support versus LVMH’s focus on football through Hublot’s Fifa and Uefa partnerships.

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