Connecting Luxury and Sports
The Olympic flame, Ballon d’Or, and Monaco Grand Prix trophies share a unique characteristic with the multiplayer battle arena game League of Legends: the lavish cases used for their presentation. These elegant cases have gained significant visibility in recent times.
The Partnership with Formula One
Since 2025, the winner’s trophy for each Formula One race is showcased prominently on the grid before the start, with attendants in white gloves ready to present it. This marks the inaugural year of the collaboration between F1 and LVMH, the luxury conglomerate that includes brands like Louis Vuitton, Christian Dior, and TAG Heuer. However, the trophy cases, which have historical significance dating back to the 1800s, are not entirely new to the Monaco Grand Prix, as Louis Vuitton maintained a race-specific arrangement with the Automobile Club de Monaco from 2021 to 2024.
Handcrafted Elegance
These trophy trunks appear in various sports ceremonies as well. From football (with the Ballon d’Or and FIFA World Cup trophies) to rugby, tennis (including the Roland Garros and Davis Cup trophies), and basketball (the NBA’s Larry O’Brien Trophy), their presence is notable.
The Origin of Louis Vuitton Trunks
Louis Vuitton crafts its trunks by hand in its Asnières atelier near Paris. Founded in 1859 by Louis Vuitton, this atelier has a rich history, notably in the design of flat-topped rectangular trunks, which were revolutionary for their practicality in shipping and travel. Over the years, the house modified the trunk design in response to competitors, introducing features like red-striped and chequered canvases, culminating in the iconic monogram created by his son Georges Vuitton in 1896.
Expanding Presence in Sports
Today, some Louis Vuitton trunks sell for over $50,000. Their foray into sports began in 1983 with a trophy case designed for the America’s Cup, and Louis Vuitton has since created trunks for the FIFA World Cup trophies in 2010, 2014, 2018, and 2022. Their partnership with F1, under LVMH’s 10-year agreement, is expected to be similarly consistent.
The Importance of Fashion in F1
This collaboration highlights the growing synergy between the fashion industry and Formula One, as luxury brands aim to connect with the sport’s increasingly diverse fanbase. Companies like H. Moser & Cie and Richard Mille are also exploring partnerships. By integrating the trophy trunks into pre- and post-race festivities, Louis Vuitton enhances its brand’s presence beyond mere track advertising, reinforcing the significance of the event for the drivers.
Changing Dynamics in Sponsorship
The emergence of LVMH as a key partner reflects broader changes in F1 under Liberty Media, moving away from previous exclusivity models. The sports sponsorship market is rapidly evolving, with more brands aiming to engage aspirational consumers. This shift is evident with F1 now featuring various unconventional sponsors, including chocolate and pasta brands, aimed at reaching new consumer segments amid changing market dynamics.
