Formula 1 has announced luxury fashion brand Louis Vuitton will become the Australian Grand Prix's title sponsor from this year.
Louis Vuitton is part of the LVMH group with which F1 signed a 10-year global partnership deal last year that could be worth up to $1 billion.
The deal with Louis Vuitton means the company will have prominent trackside signage at the Albert Park circuit in Melbourne during the 2025 season-opening weekend on 14-16 March.
Louis Vuitton will also have a role in celebratory moments and on the podium, where its Trophy Trunks will be presented to the top three drivers.
F1 CEO Stefano Domenicali said: "This is a partnership between two global icons linked first and foremost by their great passion for innovation, excellence and creativity, which makes them two exceptional timeless stories.
"The entry of Louis Vuitton not only enhances the experience of our sport, but celebrates the union of luxury, craftsmanship, and the highest expression of automotive competition. 2025 will be an epic year for Formula 1 and I am proud to start it with our passionate partners at Louis Vuitton."
Pietro Beccari, Louis Vuitton's CEO, added: "I am immensely proud of this partnership between Louis Vuitton and Formula 1 with our shared ambition to always strive for innovation, craft, and precision.
"The synergy of our two worlds is echoed in the savoir faire of our ateliers and garages, artisans, and engineers, while celebrating the outstanding performance of champion drivers around the world who embark on a journey of excellence with every race."
