The real reason Louis Vuitton is sponsoring F1

It seems LVMH cannot get enough of F1. Fresh from signing a ten-year global partnership with the series, the world’s biggest luxury business has agreed a deal for Louis Vuitton to serve as the title partner for the season opener in Melbourne. The Australian Grand Prix, which will now officially be known as the Formula 1 Louis Vuitton Australian Grand Prix, takes place in March. The agreement will see prominent Louis Vuitton branding around the track. The brand will also be seamlessly and effectively integrated into the grand prix experience, including podium places being replaced by Louis Vuitton’s famous trunks featuring the iconic 'V' in locally inspired colour schemes.

When asked for comment on the partnership, Louis Vuitton CEO and Chairman Pietro Beccari spoke of a shared ambition to always strive for innovation, craft, and precision.