Monaco Grand Prix renamed as Louis Vuitton takes over title deal for 2026

Louis Vuitton will become the title partner of the Monaco Grand Prix from 2026, with the event confirmed to be named the Formula 1 Louis Vuitton Grand Prix de Monaco. This sees the luxury brand form a multi-year deal with F1 and the Automobile Club de Monaco (ACM), replacing last year's title, TAG Heuer.

The ACM has confirmed that Louis Vuitton will make up a large amount of its branding across the circuit as next year will see its 83rd race take place. This also comes as the championship aims to lean into its premium lifestyle partners following LVMH's 10-year global partnership that began last year. Louis Vuitton sits under the LVMH umbrella.

Louis Vuitton is already a well-known name of the Monaco weekend, with its bespoke trophy trunk an iconic part of the grand prix. It had also partnered with ACM from 2021 to 2024. 2026 will bring the sixth consecutive trophy trunk, built in Asnières, with Monogram canvas reworked in red, plus a white-and-red “V” motif referencing “Vuitton and Victory” in a design inspired by the Monaco flag.

“LVMH and Formula 1 are two global brands that consistently push the boundaries of creativity and innovation, values core to Liberty Media," Greg Maffei, president of Liberty Media, said following the announcement of the partnership with LVMH last year.

"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.”

A general view of the harbour

Photo by: Sam Bagnall / Motorsport Images via Getty Images

Stefano Domenicali, CEO of F1, 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.”