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LVMH subsidiary Sephora becomes a partner of the F1 Academy™

Strategic branding move: Sephora joins the F1 Academy™ as an official partner in 2026$MC (-1,72 %)
$FWONA (+0,4 %)

The deal: Presence at 18 Grands Prix worldwide (incl. "Glam Bars" in the Paddock Club).

Sponsorship: Spanish driver Natalia Granada competes for the PREMA team in the iconic Sephora look.

Strategy: LVMH uses the Formula 1 hype to position the Sephora brand globally in the area of "female empowerment" and lifestyle sports.

6 Commentaires

Walter S.@Roots

Thanks for the effort. Interesting.
Regards

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Bubu@Bubu_98

I am sure that there will be a turnaround at $MC at some point, but as long as they are still struggling with 0 growth, I am not interested in the share.

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DerDanner@Therapeut

@Bubu_98 am now at -30%... I just don't feel like it anymore😂

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Bubu@Bubu_98

@Therapeut I can understand that. If you have a lot of other things going on and you have a crutch in your portfolio, it drags you down in the long term 🥲 I had the same problem with PayPal. I then simply sorted them out 🗑️🚮

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Carsten@Carsten1970

It's going to be a disaster. Not because the idea isn't good. The idea is good. However, Formula 1 is doing away with itself with the FIA. It no longer has anything to do with the premier class of motorsport.
It is not for nothing that Rolex has left Formula 1 and handed over its sponsorship to another brand that has nowhere near the reputation and market value of Rolex.
Sure, the new sponsor (Tag Heuer) is nice, but it has nowhere near the charisma of Rolex, Patek or AP.

In my eyes:
Very good idea
wrong market

Yes, Tag Heuer belongs to LVMH, but it's just average. Formula 1 will develop in the same way.

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DerDanner@Therapeut

@Carsten1970 Yes, Rolex is out, LVMH has entered completely with several brands and is paying up to 150 million a year for TagHeuer advertising instead of 50 million.

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