LVMH has secured a 10-year sponsorship deal with Formula 1, starting in 2025, which will include several of its brands, such as Louis Vuitton, Moët Hennessy, and TAG Heuer. The partnership aims to capitalize on the growing popularity of Formula 1 as a key link between global sports and entertainment. Bernard Arnault, chairman and CEO of LVMH, emphasized the importance of detail in both motorsport and luxury goods, highlighting the synergy between the two fields. TAG Heuer, already associated with motorsport, is expected to benefit significantly from this collaboration. This deal replaces Rolex as the Global Partner and Official Timepiece of Formula 1, which had held that title since 2013. LVMH executives expressed enthusiasm about the partnership's potential to enhance the fan experience and grow the brand's involvement in the sport. Additional details will be announced in early 2025.