Monaco Grand Prix Becomes Formula 1 Louis Vuitton Grand Prix de Monaco from 2026

The Monaco Grand Prix, one of the most iconic street races in the world, will be renamed the Formula 1 Louis Vuitton Grand Prix de Monaco from 2026, following a new multi-year partnership between Louis Vuitton, Formula 1, and the Automobile Club de Monaco (ACM). The agreement replaces last year’s title sponsorship by TAG Heuer.

This collaboration reflects Formula 1’s strategic alignment with premium lifestyle brands and marks an expansion of LVMH’s long-standing relationship with the Principality’s flagship sporting event. Louis Vuitton is already a familiar presence during the Monaco weekend, with its signature bespoke trophy trunk a celebrated highlight. In 2026, the sixth consecutive trophy trunk will be crafted in Asnières, featuring Monogram canvas reimagined in red and a white-and-red “V” motif, symbolising “Vuitton and Victory,” inspired by the Monaco flag.

Leadership Reactions

Greg Maffei, President of Liberty Media, commented:
“We were thrilled to work with one of the LVMH Maisons during the Las Vegas Grand Prix last year, and to now expand our relationship with the Group as they become a Global Partner. The opportunity to scale our commercial arrangements is emblematic of the vision we have for Formula 1 as the business continues to grow its platform. We look forward to working with Bernard and Frédéric Arnault in the years to come.”

Stefano Domenicali, CEO of Formula 1, added:
“Our sport is founded on the relentless pursuit of excellence, a value that also lies at the heart of LVMH, so I am delighted to announce this historic partnership will begin in 2025. As Formula 1 continues its global growth, attracting new and more diverse audiences, the strength and breadth of LVMH makes it the perfect partner for us to work with as we look to continually enhance the experience of our fans and the heritage of our incredible sport. This is a landmark partnership for both companies, and I would like to thank Bernard and Frédéric Arnault for their vision and commitment to bring this to life.”

Monaco at the crossroads of luxury and sport

The announcement reinforces Monaco’s role as a global stage for high-profile sporting, lifestyle and luxury events. The Grand Prix weekend combines world-class motorsport with international visibility, making it a key fixture in the Principality’s cultural, economic, and tourism calendar.