F1 names Tag Heuer as Monaco GP title sponsor, as McLaren aligns with Allwyn and Alpine with OAKBERRY for 2025 season.
Monaco GP –
Official Timekeeper of Formula 1, TAG Heuer, has become the first-ever Title Partner of the Grand Prix de Monaco. Since the first World Championship race in the principality in 1950, it has simply been known as the FORMULA 1 GRAND PRIX DE MONACO, but this year it will be renamed as the FORMULA 1 TAG HEUER GRAND PRIX DE MONACO 2025.
The luxury watch brand will be immersed in the action around the circuit across the weekend, including significant trackside placement visible for those on the streets of Monaco and on screens around the world. A special logo has been created to celebrate the historic moment, which will be used across various touchpoints where TAG Heuer is present. The iconic TAG Heuer Monaco clocks will also be displayed throughout the paddock, a new fixture for Formula 1 in 2025.
TAG Heuer considers Monaco to be its second home, thanks to a legacy of wins by iconic drivers over the years, from Niki Lauda to Ayrton Senna, Lewis Hamilton and Max Verstappen, all of whom were sporting the brand’s timepieces. TAG Heuer has also been a partner of the Automobile Club de Monaco since 2011, and involved in previous Grands Prix in Monaco, as well as other motorsport events held at the circuit.
The new Formula 1 and TAG Heuer partnership comes as Formula 1 celebrates its 75th anniversary and begins its 10-year relationship with LVMH and the FORMULA 1 TAG HEUER GRAND PRIX DE MONACO 2025 will take place at the Circuit de Monaco on 23-25 May.
Stefano Domenicali, President & CEO of Formula 1, said: “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. 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.”
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.”
Maître Michel Boeri, President of the Automobile Club de Monaco, said: “It has been a pleasure to work with such a celebrated watchmaker for nearly 15 years now, and our admiration and respect for TAG Heuer is reiterated through our new agreement to continue our wonderful relationship. As the watch synonymous with motorsport and the greatest drivers in the history of Formula 1, it is only natural that the Automobile Club de Monaco would choose to be indelibly connected with TAG Heuer.”
McLaren –
McLaren Racing has today announced multi-national lottery operator Allwyn as an Official Partner of the McLaren Formula 1 Team, McLaren Shadow F1 Sim Racing Team, and McLaren F1 Academy. Like McLaren, Allwyn holds characteristics of excellence, high-performance and innovation at its core and the partnership will help both brands further their appeal to global audiences.
The leading multi-national lottery operator, with brands across seven markets in Europe and the United States, joins McLaren Racing with the aim of strengthening its connection with fans and further building its brand awareness through the global platform of motorsport. The partnership forms part of Allwyn’s strategy for driving responsible gaming through targeted campaigns and further supports the brand, with Allwyn having also recently announced a partnership with Formula 1.
Zak Brown, CEO, McLaren Racing, said: “We are delighted to welcome Allwyn to the McLaren Racing family. Off the back of a fantastic 2024 season in Formula 1, it’s great to have an international brand like Allwyn join us at a time when the team – and the sport – is going from strength to strength. We’re excited to go racing together.”
Karel Komarek, Founder, Allwyn, said: “This exciting partnership – alongside the partnership we announced earlier this week with F1 – is a big step forward on Allwyn’s journey to expand its business and brand globally. Our collaboration with McLaren benefits from a shared drive to thrive, fuelled by technology and with innovation at its heart; characteristics that will continue to power Allwyn’s global development.”
Robert Chvátal, CEO, Allwyn, said: “McLaren is an iconic name in Formula 1, with huge international appeal. It is one of the most successful racing teams in the world – with incredibly exciting drivers. We take pride that wherever Allwyn operates, we create safe and responsible ways for people to play. We know that McLaren, like the wider world of Formula 1, also prioritises safety and responsibility. We look forward to working together to realise our shared ambition of a world full of winning moments.”
Allwyn branding will feature on multiple team assets, including on the race cars and overalls of McLaren F1 Team drivers Lando Norris and Oscar Piastri, as well as touchpoints across the McLaren Shadow F1 Sim Racing Team and McLaren F1 Academy.
Alpine –
BWT Alpine Formula One Team proudly announces a new partnership with OAKBERRY, the superfood brand, world-famous for organic and delicious Açaí bowls and smoothies. OAKBERRY is leading the charge in the rapidly growing market with their vegan, gluten-free healthy and 100% organic OAKBERRY Açaí products, bringing the superfood to consumers around the world.
The partnership between BWT Alpine Formula One Team and OAKBERRY will promote healthy eating as together they bring the all-natural Açaí to the racetrack. With over 800 stores in more than 45 countries, including Australia, the United States, Europe, Asia and Middle East, OAKBERRY will add a special Açaí bar to the Formula One Paddock in the BWT Alpine Formula One Team Motorhome at European Grands Prix.
Team guests and personnel will be able to fuel up with goodness as they enjoy the healthy product while at the track. OAKBERRY branding will also feature prominently on the team’s 2025 challenger, the A525, all 24 races of the season.
Oliver Oakes, Team Principal, BWT Alpine Formula One Team: “We are very excited to team up with OAKBERRY for the upcoming Formula One season. Our guests and team members will be treated to a healthy and authentic Açaí experience as they bring the superfood to BWT Alpine Formula One Team. The shared dynamic culture between fans of OAKBERRY and Formula One make this partnership hugely valuable.”
Georgios Frangulis, OAKBERRY Founder and CEO: “We are very true to our legacy at OAK [OAKBERRY] and I believe legacy is something that runs on Alpine Formula One DNA. With our global expansion strengthening yearly, it makes total sense for us to partner up with brands and platforms that can deliver the awareness we look for and most importantly, has its values aligned with ours.”
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[The story is as per press release]
