In-depth analysis: key role of Lewis Hamilton in agreement between F1 and Arnault's LVMH
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Formula 1 and LVMH
Starting in early 2025 and for the next ten years, Formula 1 will join forces with the LVMH Global Group. This partnership will involve certain brands of the French luxury giant, such as TAG Heuer—replacing Rolex as the official watch—and Moët Hennessy, which will take over from Ferrari Trento for podium celebrations. The economic magnitude of the contract is staggering, with a total value of $1 billion. In the world of sports, there are few agreements of similar scale (the only larger ones being the $1.4 billion deal between Tiger Woods and Nike and the $1.3 billion agreement between Michael Jordan and Nike).
Lewis Hamilton and LVMH
"One of my dreams is to create my own diversified LVMH, but I have this idea," Lewis Hamilton once said, admiring the successful entrepreneurial vision of the French conglomerate owned by billionaire Bernard Arnault—named by *Forbes* in April as the world's richest man, with a fortune of $233 billion (€215 billion). The Paris-based multinational owns over 70 brands spanning high fashion (including Dior, Fendi, Marc Jacobs, Givenchy, Kenzo, and Louis Vuitton), watches (TAG Heuer), jewelry (such as Tiffany and Bulgari), wines (Moët & Chandon), publishing (Les Echos and Le Parisien), retail (Sephora), and luxury hotels.
In July 2024, Lewis Hamilton became an ambassador for Dior, creating a clothing and accessories collection launched in October, inspired by Africa and reflecting the Formula 1 champion's commitment to environmental sustainability. This is how the Englishman entered the world of LVMH, establishing a significant bridge between Formula 1 and Arnault's galaxy of brands.
The Meeting and the Agreement
As highlighted by *F1 Business Magazine*, Lewis Hamilton himself was the catalyst for the F1-LVMH agreement during a meeting with Bernard Arnault, which preceded the negotiations between the French group, Greg Maffei—then CEO of Liberty Media—and Stefano Domenicali, the president of F1.
In recent weeks, Hamilton commented on the partnership between F1 and the French conglomerate:
"LVMH is a great brand. What they have achieved is incredible—a true powerhouse. I am very, very fortunate to work with one of their brands, a prestigious name like Dior. I think it's fantastic. I remember when I used to arrive at the track, and people criticized my way of dressing, and now everyone comes dressed in style. Now LVMH is entering our sport. I've always seen Formula 1 as something not particularly fashionable; it was just racing without a real focus on style. I think it's amazing how fashion now recognizes our sport and has secured such a major deal with it."
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