The paddock in 2026 looks less like a garage and more like a high-end retail floor. From trophy trunks to title rights, fashion and luxury houses have positioned themselves across every touchpoint of a Formula 1 race weekend. Here is who is spending what, and what each brand is getting in return.

LVMH — The Overall Partner

LVMH holds the title of Global Luxury Partner of Formula 1 under a 10-year agreement that began in 2025. Three of its houses operate within that umbrella: Louis Vuitton, TAG Heuer, and Moët Hennessy. In 2026, key LVMH activations are planned for Miami, Monaco, Spa, and Madrid, spanning hospitality, trackside branding, and experiential events across the season’s most commercially visible races.

Louis Vuitton — Trophy Trunks and Title Rights

Louis Vuitton’s role is the most visible. The house designs handcrafted trophy trunks for the podium at every Grand Prix, made at its historic Asnières atelier outside Paris. What began as a Monaco-specific tradition in 2021 now spans all 24 races. In December 2025, Louis Vuitton became official title partner of the Monaco Grand Prix under a multi-year agreement with Formula 1 and the Automobile Club de Monaco.