The image of race winners spraying champagne on the podium is one of the most recognizable traditions in Formula 1, a ritual long associated with Moët & Chandon, one of LVMH’s flagship brands.
But today, the relationship between the world’s largest luxury group and the global motorsport is expanding far beyond a celebratory moment.
As Formula 1 has evolved into a high-end, premium sporting event, LVMH is positioning its Maisons across various areas of the sport as part of a broader strategy to strengthen cultural relevance and consumer engagement.
Founded in 1950, Formula 1 has become the highest class of international single-seater racing, ranking among the top annual sporting events and attracting affluent global audiences. With luxury and experiential branding increasingly shaping the sport’s identity, it was only a matter of time before a deeper collaboration formed between Formula 1 and LVMH.
Louis Vuitton unveils the 2026 Formula 1 Trophy Trunks
Louis Vuitton has revealed its newest Trophy Trunk for the 2026 Formula 1 season, which begins in March.
The brand handcrafted 24 trunks, one for each Grand Prix race on the 2026 calendar. Each piece features the house’s signature Monogram canvas and a bold “V” for “Victory” with unique designs.
To mark the launch, Louis Vuitton released an official image with all 22 Formula 1 drivers and 11 teams, posing alongside the FIA Formula 1 World Championship trophy inside one of the new trunks.
The house has also confirmed on its website that it will serve as the Title Partner for the 2026 Formula 1 Louis Vuitton Monaco Grand Prix.
Louis Vuitton’s Trophy Trunks are not exclusive to Formula 1 and extend beyond motorsport. The brand also handcrafts Trophy Trunks for other major global events, including the FIFA World Cup, Ballon d’Or, Roland Garros, Australian Open, NBA Larry O’Brien Championship, Rugby World Cup, America’s Cup, Davis Cup, and League of Legends, according to its official website.
LVMH’s Louis Vuitton unveils its new Trophy Trunk for Formula 1 2026 season.
LVMH and Formula 1: a 10-year global partnership
In late 2024, LVMH signed a 10-year global partnership with Formula 1 that integrates its Maisons across various aspects of the auto racing competition, including hospitality, activations, and limited-edition releases beginning in 2025.
The featured brands include Louis Vuitton, the Trophy Trunk designer; Moët & Chandon, the official Champagne; and TAG Heuer, the timekeeper.
“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,” stated the press release.
Why the Formual 1 partnership matters for LVMH
LVMH’s expanded presence in Formula 1 comes at a pivotal time for the company.
For the full fiscal year 2025, the group reported a 5% revenue decline year over year, with its Fashion & Leather Goods and Wines & Spirits divisions both posting negative growth.
As of February 19, 2026, LVMH (LVMUY) shares were down 17.6% year to date.
“LVMH didn’t miss in 2025. It simply didn’t outperform in a way that moves markets anymore,” said Financial Express Global Investing Analyst Parth Parikh.
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In its latest annual report, the company acknowledged ongoing geopolitical and macroeconomic uncertainty but reaffirmed its strategy of investing in brand desirability, innovation, and long-term positioning.
Notably, the two underperforming divisions include brands directly involved in the Formula 1 partnership. Analysts suggest the collaboration is a strategic effort to reinforce visibility and cultural relevance among high-value global audiences.
“The intersection of luxury and sports allows luxury labels to influence different groups of buyers through athletes and events,” said Fortune Business Analyst Prarthana Prakash. “If successful, they could draw larger audiences, both for the sporting event and the brands.”
Luxury faces a broader industry slowdown
LVMH is not the only company struggling; the luxury sector has navigated a persistent slump over the past few years.
McKinsey & Company’s State of Fashion 2026 Report projects low-single-digit growth for the global fashion industry in 2026. Macroeconomic volatility and tariff pressures are expected to continue shaping value-conscious consumer behavior, particularly in the U.S., where consumer sentiment remained low throughout 2025.
“In the end, 2026 will likely be another year of dislocation for fashion companies,” said McKinsey & Company Fashion Retail Analysts.
This decline in luxury has affected even some of the top companies in the market.
Top luxury companies’ revenues fall
- Kering: Revenue declined 13% for the full fiscal year 2025, according to Kering press release.
- Capri Holdings: Revenue fell 15.4% for the full fiscal year 2025, per Capri’s earnings release.
- OTB Group: Revenue dropped 4.8% for the full fiscal year 2025, the company revealed.
Formula 1’s rapid growth, particularly among younger and international consumers, makes it one of the most attractive global stages for luxury marketing.
According to the sport’s 2025 half-year summary, total fan numbers increased 12.2% year over year to 827 million, with 43% of the fan base under age 35.
For LVMH, the expanded partnership represents more than sponsorship. It is a long-term brand strategy to reinforce prestige, drive relevance, and support growth as the luxury sector navigates a more challenging cycle.
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