Louis Vuitton to become title sponsor of Monaco Grand Prix from 2026

The Monaco Grand Prix will be officially renamed the Formula 1 Louis Vuitton Grand Prix de Monaco starting in 2026, marking a new level of fusion between high fashion and motorsport at the calendar's most prestigious event. The multi-year deal deepens the luxury brand's growing footprint in Formula 1, following its entry as an official series partner in 2025.

Why it matters:

This partnership solidifies Monaco's status as the pinnacle of glamour in F1, directly linking the race's heritage with a global luxury icon. It represents a significant commercial and branding evolution for an event that has historically shunned title sponsorships, following TAG Heuer's pioneering deal in 2024. For Louis Vuitton, it's a strategic move to dominate the luxury narrative within the sport's most visible weekend.

The details:

• The agreement covers the 83rd running of the Monaco GP, scheduled for June 4-7, 2026, and will see prominent Louis Vuitton branding installed around the historic street circuit.
• The collaboration builds on an existing relationship; Louis Vuitton has presented its bespoke trophy trunk on the Monaco podium since 2021, with winners including Max Verstappen, Charles Leclerc, and Lando Norris.
• The 2026 race will be the sixth consecutive Monaco GP to feature the custom trophy trunk, now integrated into the event's refreshed official poster, which uniquely highlights the start-finish line and podium.
• Louis Vuitton joins fellow LVMH brand TAG Heuer as a title sponsor in Monaco and also holds the title partnership for the Australian Grand Prix, creating a powerful luxury bloc within F1's global schedule.

The big picture:

The deal taps into a shared history of travel, speed, and prestige. Louis Vuitton's connection to motorsport dates to the late 19th century with automobile trunk designs, and the brand has since created trophy trunks for major events like the FIFA World Cup and the Olympic Games. Aligning with Monaco, a race first held in 1929, leverages the event's unparalleled legacy to enhance the brand's narrative of craftsmanship and exclusivity. This move signifies how F1's crown jewel is increasingly becoming a curated showcase for luxury conglomerates seeking to engage with a high-net-worth global audience.