F1 and TAG Heuer: why it is a great revenge for Monaco GP

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Starting from the 2025 Formula 1 season, the Monaco GP will finally have TAG Heuer as its title sponsor. The announcement was made on Wednesday, February 12, with the renowned watch brand already replacing Rolex as a partner of Formula 1 itself.

This new partnership is, in every respect, a great win for the Monaco circuit. Historically, Monaco has been sponsored by TAG Heuer, but in past years, the sponsor had been overshadowed because it was a “competitor” of Rolex, which was the title sponsor of F1.

Joint agreement announced between F1, the Monaco GP, and TAG Heuer
Now, with LVMH becoming the main partner of the top category in motorsport, the situation has changed. The entry of Louis Vuitton forced F1 to say goodbye to historic brands like Rolex and Ferrari Trento. But for Monaco, the victory is of a different nature.

Over the past two seasons, the world’s most renowned street circuit had to “settle” for an international broadcast instead of the local production it had in the past. The local broadcast, in fact, framed the TAG Heuer billboards in a way that was not entirely fair to Rolex. For this reason, F1 opted for an international broadcast.

Now, with the announcement of the new title sponsor, the Monaco circuit will be able to highlight one of its top sponsors without causing any slight to Rolex, which, after many years of partnership, has had to say goodbye to F1.

"This is truly a fantastic moment in the history of Formula 1 as TAG Heuer becomes the first title sponsor of the Monaco Grand Prix, a circuit that hosted the very first season of this sport in 1950, and with which we are celebrating our 75th anniversary this year," said Stefano Domenicali, CEO of F1.

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