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F1 Rumor: Major Formula 1 Partnership Coming to an End

Formula 1 is reportedly preparing for a major sponsorship shake-up, with iconic timekeeping mainstay Rolex set to end its partnership with the sport at the end of the current season. According to reports from Decalspotters, a trusted source on motorsport sponsorship and branding, the luxury watchmaker’s logo will make its final appearance on the famous Grand Prix start clock this year.

LVMH (Moët Hennessy Louis Vuitton) is reportedly set to take over Rolex’s signature footwear. Known for its management of high-profile luxury brands, LVMH plans to bring the TAG Heuer brand to the forefront of F1 timing from next season.

Decalspotters shared:

“It has been reported by various sources that Rolex may end its Global Partnership with F1 at the end of this year.

“LVMH Group, which owns brands such as TAG Heuer and Hublot, is said to be taking its place from 2025.

“The new deal is said to be worth $150 million per year.

“Both TAG Heuer and Hublot have a place in this sport, both in the past and present.

“TAG Heuer is a long-standing partner of Red Bull Racing and the Monaco GP – while Hublot was a partner of Ferrari from 2011 to 2020.

“Rolex first got involved in F1 in 2011 and at the time were paying just $10 million a year. Their current deal is said to be worth $50 million.

“The watch brand enjoys trackside branding at all races, as well as title sponsorship at selected events.”

TAG Heuer’s relationship with Formula 1 dates back to its 2016 collaboration with Red Bull Racing, but with TAG Heuer’s contract set to expire at the end of 2024, the reported timing of the Formula 1 partnership works out perfectly.

LVMH sees the move as a strong commitment because it will set aside an annual spend of $150 million for the new sponsorship arrangement, which will start in 2025.

One of the most pressing questions surrounding this significant shift is whether LVMH will continue its partnership with Red Bull Racing or direct all of its resources toward a more comprehensive Formula 1 sponsorship.