Formulation 1 has introduced TAG Heuer as the primary particular person accomplice as a part of its 10-year cope with LVMH.
Changing Rolex, TAG Heuer turns into the championship’s official timekeeper and branding shall be used globally after LVMH struck a decade-long settlement to deliver various its luxurious manufacturers to F1.
TAG Heuer had beforehand been F1’s timekeeper from 1992 to 2003.
The partnership continues a protracted legacy for TAG Heuer in Formulation 1, having first appeared as a sponsor within the sport 56 years in the past. The model already companions with Crimson Bull Racing and the Monaco Grand Prix.
“I’m delighted to welcome TAG Heuer because the Official Timekeeper of Formulation 1 as they begin the following stage of their lengthy historical past in our sport,” mentioned F1 president and CEO Stefano Domenicali.
“With their deal with innovation, accuracy and excellence, they’re a pure accomplice, and I’m excited to see how our intertwining heritage can inform new tales for the long run as we have fun our seventy fifth yr.”
Introduced in October, LVMH agreed to a 10-year international partnership with Liberty Media reported to be value as a lot as $ 1 billion.
The deal begins from the 2025 season onwards and contains LVMH manufacturers changing into concerned in hospitality, activations and restricted editions, including to the presence the corporate already has inside F1.
TAG Heuer is a sponsor of Crimson Bull
Photograph by: Mark Sutton / Motorsport Pictures
With claims the annual price for having a plethora of sponsors on board will are available in on the $100million mark, the deal could be value a possible 11-figure sum for Formulation 1.
The transfer is the most recent enterprise into sport for LVMH, who even have sponsorship offers with the Olympics, Paralympics, Premier League, FIFA World Cup and the NFL.
“LVMH and Formulation 1 are two international manufacturers that constantly push the boundaries of creativity and innovation, values core to Liberty Media,” then-Liberty president Greg Maffei mentioned on the time of the deal being introduced.
TAG Heuer is the primary of the LVMH ‘maisons’ to be introduced for 2025 however Moet and Louis Vuitton are anticipated to be confirmed as companions within the coming weeks.
The connection between F1 and the LVMH conglomerate flourished lately as the corporate’s Moet Hennessy model sponsored the Las Vegas Grand Prix in 2023, a race promoted by F1 homeowners Liberty themselves.
“In a sport outlined by psychological resilience, bodily energy, technique, innovation and efficiency it’s only pure for TAG Heuer to be on the very coronary heart of Formulation 1 as Official Timekeeper,” mentioned TAG Heuer CEO Antoine Pin.
“With a long time of historical past in F1 connecting us to probably the most profitable drivers and groups of all time, we’re honoured and privileged to be the title related to the very factor that defines the winner: time.”
On this article
Mark Mann-Bryans
Formulation 1
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