The popularity, the result of excellent work carried out by Liberty Media under Stefano Domenicali, continues to impact Formula 1. The start of the new year brings with it the formalization of the partnership between the premier series and the LVMH group, which boasts a portfolio of prestigious luxury brands.
Among these is Tag Heuer, the renowned watch brand that has appeared on Red Bull’s liveries for years and, starting from the 2025 season, will return as the official timekeeper of the premier motorsport category, replacing Rolex (which has been alongside Formula 1 since 2013) and rekindling a partnership that was active from 1992 to 2003.
Other announcements to come?
The deal, coinciding with the 75th anniversary of the premier series, will bring 100 million dollars annually into the coffers of Formula 1, with a total value approaching a billion dollars. However, that’s not all, as the bottles popped on various podiums around the world will also change: after three seasons, Ferrari Trento’s bubbles will be replaced by another return, that of Moët & Chandon (also a brand owned by the LVMH group).
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