Louis Vuitton Becomes Title Partner of Formula 1 Monaco Grand Prix

PARIS — Louis Vuitton is deepening its ties with the Monaco Grand Prix by becoming title partner of the Formula 1 race next year.

The French luxury brand has designed the trophy travel case for the winner since 2021, when it inked a multiyear partnership with the Automobile Club de Monaco, the organizer of what is considered the most glamorous and high-profile event on the F1 calendar.

It’s also one of the sport’s most demanding tracks, as drivers speed through the streets of Monaco, negotiating steep slopes and hairpin corners, as well as a tunnel.

“Becoming title partner of the Monaco Grand Prix was a natural decision, given that our relationship has only grown stronger since 2021,” said Pietro Beccari, chairman and chief executive officer of Louis Vuitton.

“This partnership echoes the values of both the principality and the Automobile Club de Monaco and allows us to celebrate victory and excellence, making the Formula 1 Louis Vuitton Grand Prix de Monaco 2026 one of the highlights of the season,” he added.

Since parent company LVMH Moët Hennessy Louis Vuitton signed on last year as global luxury partner of Formula 1 in a 10-year deal, Vuitton has stepped up its involvement in the motorsports championship. It was title partner of the Australian Grand Prix in 2025, kicking off a cycle of rotating title sponsorships of key races.

At the final Grand Prix of the 2025 season in Abu Dhabi on Sunday, Louis Vuitton presented all 24 trophy trunks, awarded to the winner of each race, together for the first time.

The development reflected deepening connections between luxury brands and Formula 1, which has seen a surge in popularity among younger viewers, fueled by the Netflix series “Drive to Survive.”

The competition celebrated its 75th anniversary this year and boasts a global fan base of 827 million, representing an increase of 12 percent year-over-year and 63 percent versus 2018, according to organizers.

In Monaco, Vuitton will be represented trackside with creative banners that reinterpret the house’s logo to evoke the sensation of speed.

The Monaco trunk, handcrafted in Vuitton’s historic workshops near Paris, comes in a bespoke colored monogram canvas painted with a V motif, symbolizing the slogan “Victory travels in Louis Vuitton.” Its red-and-white colorway is inspired by Monaco’s national flag.

The trophy, depicting the 19 turns of the track, was awarded to Max Verstappen in 2021 and 2023, Sergio Pérez in 2022, Charles Leclerc in 2024 and current world champion Lando Norris in 2025.

In recent years Vuitton also has partnered with major sporting events including the FIFA, Ballon d’Or, Rugby World Cup, the Australian Open and the 2024 Olympic and Paralympic Games.