Formula 1 has announced luxury fashion brand Louis Vuitton as its new global partner on a 10-year deal.
The deal sees two iconic brands come together, with Louis Vuitton to also be the title partner for the season-opening race in Australia.
For the first time in Louis Vuitton's history, the company's logo will be advertised trackside. Never before has the company had significant signage at a sporting event.
The company will play a key role in the opening ceremony, whilst its trophy trunks will also be used to celebrate the top three drivers' results.
In a special recognition to each race, the new trophy trunks will be emblazoned with the brands iconic 'V', with it to be coloured depending on the local colour scheme of the grand prix.
"We are thrilled to welcome Louis Vuitton as Title Partner for our first 2025 race," said F1 president and CEO Stefano Domenicali.
"This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.
"The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition.
"2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton."
Louis Vuitton and F1 have built a connection over recent years, with the fashion brand having revealed the first trophy trunk through a partnership with the Automobile Club de Monaco for the Monaco Grand Prix from 2021-2024.
"I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision," said Pietro Beccari, Chairman and CEO, Louis Vuitton.
"The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race."
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