The Monaco Grand Prix is getting a new title sponsor: The deal underscores Formula 1’s growing focus on premium brands.
The Monaco Grand Prix will have a new title sponsor starting in the 2026 season. As confirmed by the Automobile Club de Monaco (ACM), the race will be held under the name “Formula 1 Louis Vuitton Grand Prix de Monaco” in the future. The luxury goods group has signed a multi-year agreement with Formula 1 and the ACM and will take over the role of TAG Heuer, which was the event’s title sponsor last year.
Louis Vuitton will have an extensive presence along the track as part of the partnership. The race in the principality will celebrate its 83rd edition in 2026. The collaboration is part of Formula 1’s strategic focus on premium and lifestyle partners. The fashion group is part of the LVMH Group, which has been an official partner of Formula 1 since last year as part of a ten-year global contract. Louis Vuitton has been an integral part of the Monaco weekend for several years. The custom-made trophy box is one of the defining elements of the award ceremony. In addition, a partnership with the Automobile Club de Monaco already existed between 2021 and 2024.
The sixth consecutive trophy box, manufactured in Asnières, France, has been announced for 2026. The design combines red Monogram canvas with a white and red V motif, which stands for “Vuitton and Victory” and is inspired by the Monaco flag.
Liberty Media President Greg Maffei highlighted the shared values of the partners: “LVMH and Formula 1 are two global brands that continually push the boundaries of creativity and innovation, values that are at the core of Liberty Media,” Maffei explained.
He added: “We were thrilled to work with one of the LVMH Maisons at last year’s Las Vegas Grand Prix and now look forward to expanding our relationship with the group as a global partner. The opportunity to scale our commercial agreements exemplifies the vision we have for Formula 1 as the business continues to expand its platform.”
