Three-time F1 champion will be on the grid ‘far less’ due to new LVMH sponsorship deal

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Formula 1 will look a bit different in 2025 when French conglomerate LVMH will be everywhere in the paddock.

The luxury empire is home to several high value brands including Moët and Chandon and Louis Vuitton, and is set to be part of the F1 brand after owner Bernard Arnault inked a 10-year deal.

The scale of their sponsorship is rumoured to be in the £800 million region, and will also cover the rights to the championship’s official timekeeper which is currently Rolex.

Rolex joined F1 in 2013 and has been a big presence, with their clock always displayed moments before a race formation lap is underway. But with the LVMH deal this likely means it will come to an end, as Swiss company TAG Heuer comes under their brand umbrella.

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TAG Heuer has long been rumoured to take over Rolex, and any deal could mean that a three-time F1 champion might be on the grid ‘far less’ according to paddock insider Kym Illman.

Jackie Stewart to be involved in F1 ‘far less’ due to LVMH deal

Former F1 driver Jackie Stewart has been involved in Rolex’s sponsorship activities since they joined as the official timekeeper.

His role as an ambassador sees him take part in paddock tours, adverts, and act as a representative for the iconic brand on race weekends.

The deal with LVMH could see him in the paddock far less however, due to the switch over to TAG Heuer if the Swiss brand decides to go with another ambassador according to Illman.

“We’ll see far less of Jackie Stewart. Why? Because Jackie is a Rolex ambassador. He often takes tours around the paddock but with Rolex stepping out as a sponsor it will no longer be required,” said Illman.

What does LVMH’s billion-dollar deal mean for F1?

The French luxury group will make a big impression when it joins F1 from 2025, having also had a lot of prescence at this years Olympics in Paris.

The deal with LVMH enabled their brands to take center stage at the 2024 Games, including at the opening and closing ceremonies.

Since F1 has underwent a major global revamp thanks to the Drive to Survive Netflix series, with additional races in the US in Miami and Las Vegas, it is no longer seen as niche in these markets.

The impact could see these brands elevate F1 to more markets, while also cutting personal brand deals with some of its biggest athletes such as Lewis Hamilton and Max Verstappen.