F1’s Monaco Grand Prix gets its first title sponsor as TAG Heuer signs up

TAG Heuer has become the first title sponsor in the history of the Formula 1 Monaco Grand Prix.

The watch manufacturer was named as F1’s official timekeeper in January as part of LVMH’s 10-year global partnership with the series.

Now TAG has made history by securing the naming rights to the prestigious Monaco Grand Prix, one of the most famous races on the F1 calendar.

TAG branding will be shown around the circuit in Monte Carlo and a special logo has been designed to commemorate the occasion.

“This is a truly fantastic moment in Formula 1 history as TAG Heuer becomes the first-ever title partner of the Grand Prix de Monaco, a circuit that featured in the sport’s very first season in 1950, and with which we mark our 75th anniversary this year,” said F1 CEO Stefano Domenicali.

“TAG Heuer is the perfect partner – not only do they already have a brilliant legacy with Monaco, but I know they will bring their passion, creativity, and exceptional style to match the wonderful energy of an already iconic event.”

F1 cars line-up

Photo by: Manuel Vitali

It was confirmed in November that Monaco had signed a new deal and will remain on the F1 calendar until at least 2031.

Antoine Pin, CEO of TAG Heuer, said: “Monaco is truly our spiritual home, encapsulating much of what we stand for at TAG Heuer.

“The spirit of competition, the challenging street course that rewards those who show the greatest mental resilience and physical strength, a place where driver’s push themselves to achieve their absolute best.

“We are honoured and delighted to renew our partnership with the Automobile Club de Monaco and extend our activities in the Principality with TAG Heuer being the first to hold this prestigious title.”

The LVMH deal, worth a reported $1billion, has seen a number of the company’s brands – or maisons – enter F1.

Alongside TAG, Louis Vuitton has become title sponsor of the Australian Grand Prix and will have a role in podium celebrations, where its trophy trunks will be presented to the top three drivers.

Similarly, last week Moet & Chandon returned to F1 as the official champagne of the series, along with sponsorship of the Belgian Grand Prix.