Monaco Grand Prix Renamed as Louis Vuitton Takes Title Sponsorship from 2026

The Monaco Grand Prix will be officially renamed the Formula 1 Louis Vuitton Grand Prix de Monaco starting in 2026, following a new multi-year title partnership between the luxury brand, Formula 1, and the Automobile Club de Monaco (ACM). The deal replaces TAG Heuer's title sponsorship and significantly expands Louis Vuitton's presence at the historic event, which will host its 83rd race next year.

Why it matters:

This move deepens the strategic alignment between Formula 1's premium global platform and the luxury sector, specifically the LVMH group. It represents a major commercial scaling for the sport, leveraging Monaco's unique prestige to attract high-end lifestyle partners. For the event itself, it secures a long-term, high-profile backer deeply connected to its tradition, as Louis Vuitton has crafted the race's iconic trophy trunks since 2021.

The details:

• The partnership is an extension of the 10-year global deal struck between F1 and the LVMH group last year, of which Louis Vuitton is the flagship brand.
• Louis Vuitton's branding will feature prominently around the Circuit de Monaco, taking over from TAG Heuer.
• The brand will continue its tradition of creating the winner's trophy trunk, with the 2026 edition marking the sixth consecutive year. The new trunk, crafted in Asnières, will feature a Monogram canvas in red and a white-and-red "V" motif inspired by the Monaco flag, symbolizing "Vuitton and Victory."

The big picture:

Formula 1's commercial strategy under Liberty Media increasingly focuses on premium lifestyle and luxury partnerships to enhance its global brand value and fan experience. The Monaco Grand Prix, as the sport's most glamorous and historic race, is the natural flagship for such collaborations. Securing a title sponsor of Louis Vuitton's stature for this event underscores the sport's successful repositioning as a destination for elite brands.

What's next:

The formal transition to the Louis Vuitton Grand Prix de Monaco will occur for the 2026 race weekend. The deal signals a continued push by F1 to integrate luxury brand experiences into its event ecosystem, with Monaco serving as the centerpiece. The long-term nature of the LVMH partnership suggests further collaborations across the F1 calendar could be developed in the coming years.